PLANADVISER - January/February 2020 - 38
outreach
In Touch
How advisers use social media for business development
W
hen it comes to having a presence on social
media, Brent Sheppard, a partner and financial
adviser with Cadence Financial Management in
Moorestown, New Jersey, has two preferences for business
purposes. Predominantly, he uses LinkedIn, he says, and, in
a more limited way, Twitter for information gathering-not
for writing to clients or prospects. He shies away from Facebook
as a business tool " for a variety of reasons, " including
the platform's informality.
Putnam Investments' Social Advisor Study shows
that 72% of advisers use LinkedIn-making it by far the
most popular social media platform for advisory business
purposes, though the use of Facebook is now at 62%,
a 40-percentage-point increase since 2013. Meanwhile,
Twitter use has increased from 16% of advisers to 52% over
that seven-year period.
Best Use Case
" The best use case for us is simply using social media to
follow clients and prospective clients, " Sheppard says. " It's
helpful to see, for example, when they are doing a fundraiser
or perhaps a big social event for their workforce. We
can bring that information into meetings and make a more
genuine, personal connection. Otherwise, a quarter goes by
pretty fast, and if we just talk retirement and nothing else,
the relationship can grow stale. "
Atlanta Retirement Partners LLC, a financial services
firm headquartered in Atlanta, heavily relies on LinkedIn
for research, whether it is seeking background details on
prospective clients, deciphering who has decisionmaking
authority when it comes to potential workers, or looking
into who may have a working relationship with a potential
customer, says David Griffin, founder of the firm.
" We do almost everything through LinkedIn; it's the
easiest way to target those people who are decisionmakers
for institutional-type plans, " he notes. " We find that this
preparation strengthens your relationship with your prospects
and customers. You can talk about things that are
important to them or their business. "
Sheppard says his use of social media started out casually,
but over time it has become a more formal and concentrated
effort, leading to his firm's current use of LinkedIn's
paid sales support resources.
" We were actually hesitant at first about whether taking
that extra step and using the paid resources would be
worthwhile, " Sheppard says. " In fact, LinkedIn's sales platform
has proven to be an unbelievable tool. "
Specifically, LinkedIn's paid solutions help Cadence
38 | planadviser.com January-February 2020
Art by Brian Scagnelli
http://www.planadviser.com
PLANADVISER - January/February 2020
Table of Contents for the Digital Edition of PLANADVISER - January/February 2020
Ever Vigilant
Advisers Shine Light on CSR at Work
2020 PLANADVISER Micro Plan Survey
Building Better Engagement
Sharing Ownership
In Touch
Make It Last
Men as Advocates
MEPs and PEPs
Aset Allocation Models
PLANADVISER - January/February 2020 - Cover1
PLANADVISER - January/February 2020 - Cover2
PLANADVISER - January/February 2020 - 1
PLANADVISER - January/February 2020 - 2
PLANADVISER - January/February 2020 - 3
PLANADVISER - January/February 2020 - 4
PLANADVISER - January/February 2020 - 5
PLANADVISER - January/February 2020 - 6
PLANADVISER - January/February 2020 - 7
PLANADVISER - January/February 2020 - 8
PLANADVISER - January/February 2020 - 9
PLANADVISER - January/February 2020 - 10
PLANADVISER - January/February 2020 - 11
PLANADVISER - January/February 2020 - 12
PLANADVISER - January/February 2020 - 13
PLANADVISER - January/February 2020 - 14
PLANADVISER - January/February 2020 - 15
PLANADVISER - January/February 2020 - Ever Vigilant
PLANADVISER - January/February 2020 - 17
PLANADVISER - January/February 2020 - 18
PLANADVISER - January/February 2020 - 19
PLANADVISER - January/February 2020 - Advisers Shine Light on CSR at Work
PLANADVISER - January/February 2020 - 21
PLANADVISER - January/February 2020 - 22
PLANADVISER - January/February 2020 - 23
PLANADVISER - January/February 2020 - 2020 PLANADVISER Micro Plan Survey
PLANADVISER - January/February 2020 - 25
PLANADVISER - January/February 2020 - 26
PLANADVISER - January/February 2020 - 27
PLANADVISER - January/February 2020 - 28
PLANADVISER - January/February 2020 - 29
PLANADVISER - January/February 2020 - 30
PLANADVISER - January/February 2020 - 31
PLANADVISER - January/February 2020 - Building Better Engagement
PLANADVISER - January/February 2020 - 33
PLANADVISER - January/February 2020 - 34
PLANADVISER - January/February 2020 - 35
PLANADVISER - January/February 2020 - Sharing Ownership
PLANADVISER - January/February 2020 - 37
PLANADVISER - January/February 2020 - In Touch
PLANADVISER - January/February 2020 - 39
PLANADVISER - January/February 2020 - Make It Last
PLANADVISER - January/February 2020 - 41
PLANADVISER - January/February 2020 - 42
PLANADVISER - January/February 2020 - 43
PLANADVISER - January/February 2020 - Men as Advocates
PLANADVISER - January/February 2020 - 45
PLANADVISER - January/February 2020 - MEPs and PEPs
PLANADVISER - January/February 2020 - Aset Allocation Models
PLANADVISER - January/February 2020 - 48
PLANADVISER - January/February 2020 - Cover3
PLANADVISER - January/February 2020 - Cover4
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