The conversational advisor: You mean I have to talk on social media?
By Sheryl Brown
Ash Brokerage Corporation
Social media is a communication mecca. Whether you’re an introvert or extrovert, social media is the line drawn in the sand and makes both communication styles equal. For financial advisors, this is both exciting and overwhelming at the same time.
It tickles me when advisors ask, “You mean I have to talk on social media?” The mere definition of the word “advisor” is centered around education. Advisors are educators who are responsible for advising their students (clients) on financial matters. This is done through communication. And guess what? Yep, that means you have to talk.
Advisors have already been exposed to the informational part of social media. Many know they can research their clients on LinkedIn, connect with them on Facebook and follow them on Twitter, but then there is the talking part. Paralysis sets in for lots of assumed and sometimes unverified reasons:
- "Compliance said I can’t do social media.” (Maybe… More often, it’s how you talk and what you talk about, not that you’re actually talking.)
- “This social media stuff is so overwhelming. I just can’t do it.” (It can be… I have a solution for this.)
- “Why on earth would a client want to tweet me? I have nothing interesting to say.” (Possibly… I can show you how to fix this, too.)
In a world of complicated financial jargon, the conversational advisors break it all down and talk to a client just like they would in their office or at a client meeting. Conversational advisors talk about things like:
- The recent volunteer work their employees did in the community
- The local university’s football team and the awesome game they played over the weekend
- Their client’s upcoming vacation, or their child who recently graduated from high school
I'm a financial advisor, too. I do not have time in my crazy schedule to receive a checklist of the five top things I can do on LinkedIn or the seven ways I can use Twitter. Tell me one thing, today, that will change the way I reach customers. Being an advisor means I am an educator, so I leave every article with one thing any advisor can do right now to be a better version of themselves. Let me know if there is anything I can do to help you get out and start connecting with your audience.
Actionable education: What one article/topic/update will you be communicating to your clients this week to be a conversational advisor?