This is the third page of an eight-part guide. 

If there’s one universal truth about social media for advisors, it’s that with many platforms come different people and different content. It is not a situation where one size fits all and you can simply copy and paste one piece of content into every social media destination. 

Instead, familiarize yourself with the differences between the platforms to understand how, for example, people best interact with material on Facebook vs. LinkedIn vs. Twitter vs. TikTok. Different types of clients will find you in different places based on what you post and where, and it’s important to match what you say to who you want to hear it. What can your audience learn from you? What do they want to know, and how often will you deliver that content? 

Meanwhile, don’t make assumptions about who is out there in the digital space. Studies may indicate particular social media use by millennials and Gen Z (providing an opportunity to educate these markets in ways they may not have received before), but that doesn’t mean everyone seeing your posts is under 40. There’s room for people on social media to be interested in their first insurance policy, college planning, retirement planning and everything in between. 

In addition, authenticity is key. It’s better to collaborate with an expert than pretend to be a resource about something you don’t actually know much about. Social media is a place where you can drive conversation, and that includes asking questions, and liking and commenting on your networks’ content in addition to posting your own (and responding to comments posted there). Just like in your offline conversations, showing authentic interest is much better than simply looking to make a sale. 

As with any initiative, make sure you are clear on all relevant regulations and compliance guidelines before diving into the social media world. In many cases, compliance departments require extensive review of material that is posted. It is also important to ensure there is no sensitive material online that can be attributed to you. 

Go to page 1: MDRT social media guide
Go to page 2: Why advisors should care about social media
Go to page 4: What to do