The social media marketing bible for the financial industry
The Socially Savvy Advisor: Compliant Social Media for the Financial Industry is the complete guide to creating an effective social media strategy without breaking the big rules. Written by an industry specialist Jennifer Openshaw, alongside Stuart Fross, Fidelity International's former general counsel, and Amy McIlwain, president of Financial Social Media, this book merges marketing basics with FINRA and SEC guidelines to help readers create an effective social media campaign specifically for the finance and investing world. Contributions from industry leaders at Charles Schwab, Citibank, and others provide inside perspective and experience so readers can tap into a new audience. With a focus on compliance, the book clears common hurdles while dispelling myths and outlining effective methods and techniques. Readers also gain access to a website featuring videos, Q & As, tutorials, Slideshare, and a social media policy template.
Social media is one of the hottest topics in finance. From solo practitioners to large asset managers, everyone's consumed by how, when, and where to use this new and powerful medium--but guidance is hard to find. The Socially Savvy Advisor covers the entire issue, from platform, to content, to what not to do. * Best practices in using social media for advisors and compliance officers * Planning for the regulators, vs. failing to plan * Challenges with LinkedIn, Facebook, Twitter and other social platforms * Elements of a good social media policy * Managing the top issues related to marketing and business development, engagement, and compliance
With the right plan and the proper technique, social media marketing can dramatically improve client outreach and retention. The Socially Savvy Advisor provides the expert insight, tools, and guidance that shape a robust, effective strategy.
Foreword xi
Acknowledgments xiii
Introduction xv
PART ONE The New Business Environment
CHAPTER 1 How Is Social Media Changing Investor Behavior? 3
CHAPTER 2 What Are Social Media's Implications for the Financial Industry? 9
CHAPTER 3 What Are the Tensions Between Social Media and Regulation? 19
CHAPTER 4 Are the Risks of Using Social Media Worth the Benefits? 25
CHAPTER 5 How Will Social Media Change Our Industry in 10 Years? 33
CHAPTER 6 What Are the Biggest Social Media Myths? 41
PART TWO The Regulatory Environment
CHAPTER 7 What Are the Top Challenges Compliance Officers Face? 49
CHAPTER 8 What Does FINRA Say about Social Media? 55
CHAPTER 9 What Does the SEC Say about Social Media? 63
CHAPTER 10 What Gets Financial Professionals into Trouble with Social Media? 71
CHAPTER 11 How Do We Create a Social Media Policy? 79
PART THREE Key Playing Fields in Social Media
CHAPTER 12 How Can We Use LinkedIn? 87
CHAPTER 13 How Can We Use Facebook? 99
CHAPTER 14 How Can We Use Twitter? 109
CHAPTER 15 How Can We Use YouTube? 119
CHAPTER 16 How Can We Use Google+? 127
CHAPTER 17 What Other Social Media Platforms Can Professionals Use? 133
PART FOUR Marketing and Business Development
CHAPTER 18 How Do We Decide Which Social Media Platforms to Use? 147
CHAPTER 19 How Do We Integrate Social Media with Overall Marketing? 153
CHAPTER 20 How Do We Measure Social Media ROI? 165
CHAPTER 21 What Types of Content Work Best? 171
CHAPTER 22 How Do We Use SEO to Reach Key Audiences? 181
CHAPTER 23 How Can We Leverage Paid Social Media Promotions? 193
CHAPTER 24 How Do We Avoid Copyright Problems? 199
CHAPTER 25 How Do We Track and Defend Our Reputation on Social Media? 203
CHAPTER 26 How Can We Use Social Media to Promote Our Events? 209
CHAPTER 27 Do We Need a Social Media Manager? 219
PART FIVE Client Servicing
CHAPTER 28 How Can Social Media Be Used to Save Time and Money in Servicing Clients? 227
CHAPTER 29 How Can We Use Social Media to Create Client Groups? 237
CHAPTER 30 How Do We Prevent Competitors from Poaching Our Clients on Social Media? 245
PART SIX Managing Social Media Compliantly
CHAPTER 31 What Are the Investor-Protection Rules as They Relate to Social Media? 251
CHAPTER 32 How Can We Comply with Making Securities Recommendations Through Social Media? 255
CHAPTER 33 How Can We Pre-Approve Content? 261
CHAPTER 34 How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising? 267
CHAPTER 35 How Can We Spot-Check Employee Behavior on Social Media? 273
CHAPTER 36 What Cybersecurity Mistakes Should Advisors Avoid? 277
CHAPTER 37 How Does the JOBS Act Impact Social Media and Hedge Funds? 287
CHAPTER 38 How Will Social Media Change the Role of the CCO in the Years Ahead? 293
APPENDIX Sample Social Media Policy 297
About the Author 343
About the Contributors 344
About the Companion Website 345
Index 346
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