Although Facebook as a social media platform has been around for many years, we’re starting to see many more financial advisors and planners embrace it for their practices.
Whether you have established a Facebook page for your business or are considering one, here are some observations about what to include and what to avoid.
By and large, Facebook users are looking for easy content. Although LinkedIn is very much focused on business, most users expect to see interesting or entertaining posts on Facebook. They tend not to be as interested in learning about investment strategies, complicated financial planning concepts or next quarter’s economic outlook.
What this means for you is that Facebook is a great place to build relationships by giving clients a glimpse of your personal side, to include sharing photos and descriptions of:
- Celebratory messages about your team members’ birthdays, weddings and graduations
- Announcements of new babies and grandbabies
- Hobby or recreational activities that you particularly enjoy
Clients are also interested in individual or team accomplishments.
- Welcoming new team members
- Advanced degrees or certifications
- Published articles or books
- Links to interviews on TV, radio or on your website
- Awards or other recognition
You can communicate your interest in giving back to your community and organizations you care about by posting about your involvement in events that support:
- Charitable causes (5k run/walk, food/toy drive, golf or other tournaments)
- Other community groups (Junior Achievement, “care packages” for local college students prior to exam week, community shred day)
Holiday greetings and photos are another opportunity to celebrate special days.
- Patriotic holidays (Memorial Day, Independence Day, Veterans Day)
- Family-oriented holidays (Mother’s Day, Father’s Day, Grandparents’ Day)
- Seasonal holidays (first day of Spring, Summer solstice, Labor Day)
- Religious holidays (as appropriate for your clients & community)
What about business content? Here are some guidelines:
- Keep it simple and client-friendly – avoid financial jargon.
- Provide financial planning tips, but complicated strategies are better shared individually with appropriate clients.
- Announce educational and social events to which any client or prospective client would be encouraged to attend.
- Avoid lengthy economic or investment analysis or market outlook commentaries.
- Avoid content that could potentially stir up a confrontation.
Taking advantage of Facebook users’ interest in fun, helpful content can be a great way to create connection points with clients and prospects and grow personal relationships.