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

<p>Foreword xiii</p>
<p>A Perspective on Social Media xvii</p>
<p>Introduction xxiii</p>
<p>PART I: INTRODUCTION TO SOCIAL MEDIA</p>
<p>CHAPTER 1 Compliance 3<br /> Crystal Thies</p>
<p>Compliance and FINRA Licensed Advisors 4</p>
<p>Compliance and SEC Licensed Advisors 6</p>
<p>What Should I Do if I m Not Allowed to Use Social Media? 8</p>
<p>How Does This Work? 9</p>
<p>Final Thoughts 11</p>
<p>CHAPTER 2 Creating Rapport Online 13<br /> Matt Halloran and Crystal Thies</p>
<p>The Three Cs 13</p>
<p>Final Thoughts 23</p>
<p>CHAPTER 3 Lessons Learned from Social Media 25<br /> Matt Halloran and Crystal Thies</p>
<p>Lesson #1: People Can Only See Words 26</p>
<p>Lesson #2: Social Media is More About Listening 27</p>
<p>Lesson #3: To Be Successful, You Must Be A Social Media Giver 28</p>
<p>Lesson #4: Keep Sales Messaging to a Minimum 29</p>
<p>Final Thoughts 30</p>
<p>CHAPTER 4 Give Something for Nothing 31<br /> Matt Halloran</p>
<p>Internet Resources 31</p>
<p>Final Thoughts 35</p>
<p>CHAPTER 5 The Disciplined Approach 37<br /> Matthew Halloran and Crystal Thies</p>
<p>Streamlining Use of Social Media 37</p>
<p>Managing Time 39</p>
<p>Social Media Dashboards 43</p>
<p>Final Thoughts 46</p>
<p>PART II: TWITTER</p>
<p>CHAPTER 6 Why Twitter? 49<br /> Matthew Halloran</p>
<p>Texting and Tweeting 50</p>
<p>Setting Up Your Account 51</p>
<p>Final Thoughts 63</p>
<p>CHAPTER 7 Marketing on Twitter 65<br /> Matthew Halloran</p>
<p>Regulations and Restrictions 65</p>
<p>Twellow 66</p>
<p>Two Recommended Tools 70</p>
<p>Unfollowing and Blocking 75</p>
<p>Tweet Scheduler and TweetDeck 77</p>
<p>Self–Marketing Tweets 78</p>
<p>Final Thoughts 79</p>
<p>CHAPTER 8 Getting Leads from Twitter 81<br /> Matthew Halloran</p>
<p>Twitter: A Driving Force 81</p>
<p>Final Thoughts 86</p>
<p>CHAPTER 9 Public Relations on Twitter 87<br /> Matthew Halloran</p>
<p>Tweet Grader 88</p>
<p>Muck Rack 88</p>
<p>Making News through Twitter 89</p>
<p>Final Thoughts 90</p>
<p>PART III: FACEBOOK</p>
<p>CHAPTER 10 Why Facebook? 93<br /> Matthew Halloran</p>
<p>Statistics 93</p>
<p>Building Your Page 95</p>
<p>Working with Your Home Page 101</p>
<p>How Control Settings Help Your Marketing Plan 104</p>
<p>The Power of Advertisements! 107</p>
<p>The Facebook Fan Page 108</p>
<p>The Company Page 111</p>
<p>Timeline 116</p>
<p>Final Thoughts 118</p>
<p>CHAPTER 11 How to Advertise on Facebook 119<br /> Matthew Halloran</p>
<p>Facebook Insights 119</p>
<p>Advertising on Facebook 120</p>
<p>Final Thoughts 132</p>
<p>CHAPTER 12 Facebook Applications and Tools 133<br /> Matthew Halloran</p>
<p>Advanced Facebook Applications 133</p>
<p>Video Apps 135</p>
<p>Creating Events 139</p>
<p>More Facebook Apps 143</p>
<p>Final Thoughts 144</p>
<p>CHAPTER 13 Public Relations on Facebook 145<br /> Matthew Halloran</p>
<p>Making Use of the Groups Platform 145</p>
<p>Be Proactive 148</p>
<p>Final Thoughts 150</p>
<p>PART IV: LINKEDIN</p>
<p>CHAPTER 14 Why LinkedIn? 153<br /> Crystal Thies</p>
<p>You Can Control Referrals 153</p>
<p>LinkedIn Members Are More Affluent 154</p>
<p>Financial Advisors Are Having Success With LinkedIn 156</p>
<p>Final Thoughts 157</p>
<p>CHAPTER 15 Setting Up Your LinkedIn Account 159<br /> Crystal Thies</p>
<p>Joining LinkedIn 159</p>
<p>Final Thoughts 164</p>
<p>CHAPTER 16 Building an Effective LinkedIn Profile 167<br /> Crystal Thies</p>
<p>Search Engine Optimization (SEO) 169</p>
<p>Experience 172</p>
<p>Education 176</p>
<p>Adding Certifications, Designations, and Licenses 178</p>
<p>Name 180</p>
<p>Industry and Location 184</p>
<p>Headline 186</p>
<p>Photo 187</p>
<p>Websites 190</p>
<p>Twitter 192</p>
<p>Summary 193</p>
<p>Recommendations 196</p>
<p>Additional Information 200</p>
<p>Personal Information 200</p>
<p>Skills &amp; Expertise 201</p>
<p>Special Sections 203</p>
<p>Applications 209</p>
<p>Final Thoughts 216</p>
<p>CHAPTER 17 Building Your LinkedIn Network to Create a Self–Referral Machine 219<br /> Crystal Thies</p>
<p>Networking Philosophy 219</p>
<p>Who Should Be in Your Network? 220</p>
<p>Adding Connections 220</p>
<p>Sending Individual Invitations to Connect 225</p>
<p>Final Thoughts 227</p>
<p>CHAPTER 18 Finding Prospects Using LinkedIn: Creating Your Self–Referral Machine 229<br /> Crystal Thies</p>
<p>The LinkedIn Advanced Search: Free versus Premium 229</p>
<p>Developing Good Searches 231</p>
<p>Finding 401(k) Rollover Opportunities 232</p>
<p>Small Business Owner Search 235</p>
<p>Connecting with the Prospects 239</p>
<p>Final Thoughts 240</p>
<p>CHAPTER 19 Using LinkedIn Groups for Visibility and Prospecting 241<br /> Crystal Thies</p>
<p>The Opportunity in LinkedIn Groups 241</p>
<p>Two Types of Groups Open and Closed 242</p>
<p>Choosing the Right Groups 242</p>
<p>Salesperson Groups 244</p>
<p>Searching for Groups 244</p>
<p>Posting in Groups 247</p>
<p>Joining Others Conversations 248</p>
<p>Connecting with Group Members 250</p>
<p>Final Thoughts 251</p>
<p>CHAPTER 20 Gaining Visibility on LinkedIn 253<br /> Crystal Thies</p>
<p>Working the News Feed 253</p>
<p>Company Status Updates 255</p>
<p>LinkedIn Polls 257</p>
<p>LinkedIn Events 261</p>
<p>Final Thoughts 264</p>
<p>PART V: NEXT STEPS</p>
<p>CHAPTER 21 The Future of Social Media 267<br /> Crystal Thies</p>
<p>There s Much More than the Big Three 267</p>
<p>Staying Up To Date 268</p>
<p>About the Authors 269</p>
<p>Index 271</p>