Which Social Media Tool is Right for You?

Whenever I start working with an advisor, I like to find out what his or her preferences are when it comes to communication.  Some like to speak; others like to write.  Some like formal presentations; others prefer to speak off the cuff.  Some prefer to be seen on video, while others would prefer to be heard and not seen.  My philosophy is that the best marketing activities are the ones that are in line with the advisor’s preferences and interests.  Asking an advisor to write a weekly blog when he or she can barely put two sentences together is a recipe for disaster.  In contract, putting an advisor who loves to be the center of attention on video will probably produce positive results.  There is a social media tool for everyone out there.  All you have to do is choose the one that best fits your personality and preferences.

For the Writers

Blogs
It is easier to drive people to your blog than to your website.  Why?  Because you are posting quality content on a regular basis to your blog.  Most likely, the same cannot be said about your website.  With that being said, writing a blog is a major commitment.  Successful bloggers know that writing on a consistent basis is one of the keys to success.  Coming up with interesting content on a daily or weekly basis can be a challenge.  However, if you are naturally drawn to the written word, it is an effective way to tell the world about your investment management philosophies and financial planning strategies. 

EBooks
For those who enjoy writing but can’t commit to contributing to a blog on a regular basis, eBooks may be the way to go.  An eBook allows you to put your thoughts and opinions in an electronic format that can be shared for months if not years.  An eBook doesn’t have to be a 200 page manuscript.  You can create short 10 to 25 page eBooks on a variety of topics and promote them on your website and social networking sites.  EBooks allow advisors who want to write the opportunity to do so without the commitment of writing a blog.

For the Formal Speakers

Webinars
Webinars are great for advisors who like to speak but need a formal presentation to guide them.  Since the audience doesn’t see the speaker’s face, it allows you the opportunity to read off your notes or a script to stay on track.  Webinars can be archived on your website or shared on your social networking sites for further exposure.  While webinars are appropriate for all advisors who like to speak, it is highly recommended for more structured speakers.

Podcasts
Generally, podcasts are recorded without an audience, so those who prefer structured speaking situations can use notes or a script to guide the audio broadcast.  In addition, you are able to edit the podcast before you publish it ensuring that every second is just right for those perfectionists out there.  While the podcast is an excellent option for those who enjoy prepared speaking activities, it is most successful if it is produced on a regular basis, so a commitment is required for this specific tool.  

For the Extemporaneous Speakers

Online Radio Shows
For advisors who have always wanted their own radio shows, love to engage in both monologues and dialogues, and enjoy speaking off the cuff, online radio shows may be the perfect fit.  While advanced preparation is required in order to keep the show interesting, the interaction with callers and guests allows you to present in a free flowing manner without a predetermined script.  Online radio shows also allow you to convert episodes into podcasts to share with your network. 

Vlogs
Video blogs (vlogs) are a quick way to get your face and message out to your clients, prospective clients and centers of influence.  This is an ideal option for those advisors who like to speak but don’t want to spend much time preparing.  A webcam or other digital video camera can produce a 2 minute video that can be emailed to existing clients, archived on your website or shared on social networking sites.  For those who are more perfectionists, video editing software can help you make your vlog a masterpiece.

From my experience, there isn’t necessarily one social media tool that is more successful than another.  The tool that will be most successful for you will be the one you are most passion about and enjoy doing.  Choose the one that fits you the best and get started! 

Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies.  For more information, visit www.WealthManagementMarketing.net.