Book description
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.
Table of contents
- Cover
- Related Titles
- Title Page
- Copyright
- Dedication
- Foreword
- Acknowledgments
- Introduction
-
Part One: The New Business Environment
- Chapter 1: How Is Social Media Changing Investor Behavior?
- Chapter 2: What Are Social Media's Implications for the Financial Industry?
- Chapter 3: What Are the Tensions Between Social Media and Regulation?
- Chapter 4: Are the Risks of Using Social Media Worth the Benefits?
- Chapter 5: How Will Social Media Change Our Industry in 10 Years?
- Chapter 6: What Are the Biggest Social Media Myths?
- Part Two: The Regulatory Environment
- Part Three: Key Playing Fields in Social Media
-
Part Four: Marketing and Business Development
- Chapter 18: How Do We Decide Which Social Media Platforms to Use?
-
Chapter 19: How Do We Integrate Social Media with Overall Marketing?
- The Challenges of Unifying Social Media with Overall Marketing
- Two Approaches to Incorporating Social Media into Marketing
- The New Model: Getting Your Firm Behind a Social Media Program
- Three Social Media Elements of Marketing
- Putnam Retail: Asset Manager Moving from Traditional to Digital Media
- A Small Advisor and His Big-Time Marketing Plan
- Five Ways to Give Social Media Legs to Your Marketing Efforts
- Chapter 20: How Do We Measure Social Media ROI?
- Chapter 21: What Types of Content Work Best?
- Chapter 22: How Do We Use SEO to Reach Key Audiences?
- Chapter 23: How Can We Leverage Paid Social Media Promotions?
- Chapter 24: How Do We Avoid Copyright Problems?
- Chapter 25: How Do We Track and Defend Our Reputation on Social Media?
- Chapter 26: How Can We Use Social Media to Promote Our Events?
- Chapter 27: Do We Need a Social Media Manager?
- Part Five: Client Servicing
-
Part Six: Managing Social Media Compliantly
- Chapter 31: What Are the Investor-Protection Rules as They Relate to Social Media?
- Chapter 32: How Can We Comply with Making Securities Recommendations Through Social Media?
- Chapter 33: How Can We Pre-Approve Content?
- Chapter 34: How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising?
- Chapter 35: How Can We Spot-Check Employee Behavior on Social Media?
- Chapter 36: What Cybersecurity Mistakes Should Advisors Avoid?
- Chapter 37: How Does the JOBS Act Impact Social Media and Hedge Funds?
- Chapter 38: How Will Social Media Change the Role of the CCO in the Years Ahead?
- Appendix Sample Social Media Policy
- About the Author
- About the Contributors
- About the Companion Website
- Index
- End User License Agreement
Product information
- Title: The Socially Savvy Advisor + Website: Compliant Social Media for the Financial Industry
- Author(s):
- Release date: December 2014
- Publisher(s): Wiley
- ISBN: 9781118959077
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