Which Social Media Tool is Right for You?

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Kristen Luke

Whenever I start working with an advisor, I like to find out his or her preferences 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 contrast, putting an advisor who loves to be the center of attention on video will produce positive results.  Social media offers a rich array of tools - all you have to do is choose the one that best fits your personality and preferences.

For the writers


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 is a challenge.  However, if you are naturally drawn to the written word, it is an effective way to communicate your investment management philosophies and financial planning strategies. 


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 is the electronic equivalent of a traditional book which 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 in pdf format 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.

Read more articles by Kristen Luke