Social media tools, such as Facebook, can be one part of an overall relationship-building process, says Cara Crosetti, Los Angeles-based account director and web specialist with Wickware Communications Inc. of Toronto. They are not, she cautions, quick fixes.
Using social media can help you build long-term relationships, Crosetti says, but you must use it as part of your larger strategy.
“[Success with social-media] isn’t overnight or instant,” she says. “It’s just like in the ‘real world’ when you build a relationship. There’s no magic — these are just new tools.”
With that in mind, Crosetti offers advice on how you can use Facebook to boost your client relationships:
> Make a commitment
At first glance, engaging with your clients over social media platforms might seem enticing. What you need to evaluate, however, is how committed you are to integrating these tools into your daily routine.
One of the worst things you can do is to sign up and be all gung-ho about a social-media platform, Crosetti says, and then realize you don’t have the time to stay active.
As a result, your page is not updated for weeks or months, which gives prospects little incentive to pay attention to your online efforts, and erodes your credibility.
“If you aren’t going to end up using it,” Crosetti says, “you are going to reflect poorly on your own brand image.”
So, she says: “Before you jump in, make sure you want to jump in.”
> Talk to your clients
You shouldn’t have to guess on which social media platforms your audience is most engaged. The sure-fire way to find out: ask your clients whether they are active on Facebook or another popular platform, such as Twitter or LinkedIn.
At your next client meeting, ask your clients how — and where — they engage online. That feedback will be invaluable.
“It takes the guesswork out of the equation,” Crosetti says. “You might as well go where your audience is to maximize your benefits.”
> Keep business and personal accounts separate
Crosetti recommends you create a dedicated “brand page” rather than using your personal account for business.
“In all likelihood,” Crosetti says, “your brother or your Mom will be interested in different topics than your advisor audience.”
Simple rule: separate spheres for personal and professional activities.
> Check with compliance
Your firm probably already has at least some basic guidelines in place on how you can use Facebook and other social-media platforms. Before diving headfirst into a Facebook campaign, check with your compliance officer to ensure that the activities and postings you want to make adhere to their rules.
This is the first part in a three-part series on how you can make the most of Facebook in your practice. Next: Setting up your brand page.