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Social Media Good for Clients, Advisors

Just as advisors are being asked to do it all for clients in general, they are being asked to do it all on social media, experts say. The plus side? “There’s the power [social media] can have to help you make a difference with retail investors as clients plan for retirement, get kids through school, etc.,” said John Maurello, head of the Securities Industry and Financial Markets Association’s private client group. “And social media fits so nicely into the fabric of helping investors fulfill their financial goals.”

Believe it or not, Keith Watts, head of Facebook’s financial services business unit, says this work makes the industry “sexy.” “The work you do is so personal,” he said during a panel discussion at SIFMA’s Social Media Seminar, held recently in San Francisco and attended by about 150 advisors broker-dealer executives, marketers, regulators and others. “Your role is to talk people through the emotional value you bring to their lives.”

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