The Social Media Handbook for Financial Advisors How to Use LinkedIn, Facebook, and Twitter to Build and Grow Your Business

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2012-07-31
  • Publisher: Bloomberg Press
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Expert advice for financial advisors looking to make the most of social media platforms Social media is everywhere. 3.5 billion pieces of content are shared on Facebook each week, 22 million professionals are networking on LinkedIn, and 140 million tweets are posted every day. The opportunities these platforms present for financial advisors are huge, but most advisors have no idea how to use them to build bigger, stronger client bases. The Social Media Handbook for Financial Advisors: How to Use Facebook, Twitter, and LinkedIn to Build and Grow Your Business shows how to make the most of these new tools, offering invaluable advice about how to connect with potential clients in the twenty first century. For most advisors, converting prospects into clients is their top priority, and social media presents incredible opportunities for sealing the deal. Sales dont happen because clients are impressed by complicated charts, they happen because theyre impressed by your social media presence, and by properly understanding how to make these new platforms work for you, youll be positioned to see your business boom. Designed to teach financial advisors how to use social media to better market their services to attract new clients and referrals Presents expert communication advice from top financial advisor coach Matthew Halloran Categorizes communicators in a unique new way Teaches financial advisors how to use social media in new, highly effective ways that theyve never even considered An essential resource for wealth managers and financial advisors looking to amplify their marketing message and raise their visibility in a crowded marketplace, The Social Media Handbook for Financial Advisors is the only book you need to make yourself heard.

Author Biography

Matthew Halloran first became interested in social media when Myspace was the place to be. With over 80,000 Twitter followers with a 99 percent effectiveness rating, 1,000 LinkedIn connections, and 700 Facebook fans, he knows how to gain followers to help build business. Having coached and consulted hundreds and spoken to thousands of financial advisors, Halloran knows how financial advising practices work, and believes that social media is the new marketing frontier for transforming the prospecting aspect of any financial services practice. He is the Director of National Development for GIVE Strategy, a mission-driven company that focuses on helping connect financial advisors, CPAs, estate planning attorneys, clients, and planned giving directors to redirect $1 billion to charity, and the founder and President of Top Advisor Coaching.

CRYSTAL THIES first learned of LinkedIn while deciding to return to financial planning, an industry she left for almost a decade to focus on charitable giving in the nonprofit sector. Thies saw LinkedIn and social media as the way to quickly reignite her financial planning practice while combining her two key knowledge bases of financial planning and charitable giving. The call of social media won out, and Thies started Crystal Clear Buzz, LLC. For more than three years, she has helped small and large businesses, sales teams, and sales professionals use social media for sales and business development. Because of her experience and expertise as a licensed financial planner, Thies's clients include many RIAs and financial advisors, in addition to major broker-dealers, wirehouses, and banks. Thies is known as the "LinkedIn Ninja"—a title given to her by her clients and followers.

Table of Contents

Forewordp. xiii
A Perspective on Social Mediap. xvii
Introductionp. xxiii
Introduction to Social Media
Compliancep. 3
Compliance and FINRA Licensed Advisorsp. 4
Compliance and SEC Licensed Advisorsp. 6
What Should I Do if I'm Not Allowed to Use Social Media?p. 8
How Does This Work?p. 9
Final Thoughtsp. 11
Creating Rapport Onlinep. 13
The Three Csp. 13
Final Thoughtsp. 23
Lessons Learned from Social Mediap. 25
People Can Only See Wordsp. 26
Social Media is More About Listeningp. 27
To Be Successful, You Must Be A Social Media Giverp. 28
Keep Sales Messaging to a Minimump. 29
Final Thoughtsp. 30
Give Something for Nothingp. 31
Interner Resourcesp. 31
Final Thoughtsp. 35
The Disciplined Approachp. 37
Streaming Use of Social Mediap. 37
Managing Timep. 39
Social Media Dashboardsp. 43
Final Thoughtsp. 46
Why Twitter?p. 49
Texting and Tweetingp. 50
Setting Up Your Accountp. 51
Final Thoughtsp. 63
Marketing on Twitterp. 65
Regulations and Restrictionsp. 65
Twellowp. 66
Two Recommended Toolsp. 70
Unfollowing and Blockingp. 75
Tweet Scheduler and TweerDeckp. 77
Self-Marketing Tweetsp. 78
Final Thoughtsp. 79
Getting Leads from Twitterp. 81
Twitter: A Driving Forcep. 81
Final Thoughtsp. 86
Public Relations on Twitterp. 87
Tweet Graderp. 88
Muck Rackp. 88
Making News through Twitterp. 89
Final Thoughtsp. 90
Why Facebook?p. 93
Statisticsp. 93
Building Your Pagep. 95
Working with Your Home Pagep. 101
How Control Settings Help Your Marketing Planp. 104
The Power of Advertisements!p. 107
The Facebook Fan Pagep. 108
The Company Pagep. 111
Timelinep. 116
Final Thoughtsp. 118
How to Advertise on Facebookp. 119
Facebook Insightsp. 119
Advertising on Facebookp. 120
Final Thoughtsp. 132
Facebook Applications and Toolsp. 133
Advanced Facebook Applicationsp. 133
Video Appsp. 135
Creating Eventsp. 139
More Facebook Appsp. 143
Final Thoughtsp. 144
Public Relations on Facebookp. 145
Making Use of the Groups Platformp. 145
Be Proactivep. 148
Final Thoughtsp. 150
Why LinkedIn?p. 153
You Can Control Referralsp. 153
LinkedIn Members are More Affluentp. 154
Financial Advisors are Having Success With LinkedInp. 156
Final Thoughtsp. 157
Setting Up Your LinkedIn Accountp. 159
Joining LinkedInp. 159
Final Thoughtsp. 164
Building an Effective LinkedIn Profilep. 167
Search Engine Optimizations (SEO)p. 169
Experiencep. 172
Educationp. 176
Adding Certifications, Designations, and Licensesp. 178
Namep. 180
Industry and Locationp. 184
Headlinep. 186
Photop. 187
Websitesp. 190
Twitterp. 192
Summaryp. 193
Recommendationsp. 196
Additional Informationp. 200
Personal Informationp. 200
Skills & Expertisep. 201
Special Sectionsp. 203
Applicationsp. 209
Final Thoughtsp. 216
Building Your LinkedIn Network to Create a Self-Referral Machinep. 219
Networking Philosophyp. 219
Who Should be in Your Network?p. 220
Adding Connectionsp. 220
Sending Individual Invitations to Connectp. 225
Final Thoughtsp. 227
Finding Prospects Using LinkedIn: Creating Your Self-Referral Machinep. 229
The LinkedIn Advanced Search: Free versus Premiump. 229
Developing Good Searchesp. 231
Finding 401 (k) Rollover Opportunitiesp. 232
Small Business Owner Searchp. 235
Connecting with the Prospectsp. 239
Final Thoughtsp. 240
Using LinkedIn Groups for Visibility and Prospectingp. 241
The Opportunity in LinkedIn Groupsp. 241
Two Types of Groups-Open and Closedp. 242
Choosing the Right Groupsp. 242
Salesperson Groupsp. 244
Searching for Groupsp. 244
Posting in Groupsp. 247
Joining Others' Conversationsp. 248
Connecting with Group Membersp. 250
Final Thoughtsp. 251
Gaining Visibility on LinkedInp. 253
Working the News Feedp. 253
Company Status Updatesp. 255
LinkedIn Pollsp. 257
LinkedIn Eventsp. 261
Final Thoughtsp. 264
Next Steps
The Future of Social Mediap. 267
There's Much More than the Big Threep. 267
Staying Up To Datep. 268
About the Authorsp. 269
Indexp. 271
Table of Contents provided by Ingram. All Rights Reserved.

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