A common misconception among advisors is that their target audience does not use social media, says Maggie Crowley, marketing manager with Advisor Websites in Vancouver.

However, Crowley says, most people can be found on Facebook, and the fastest growing demographic on this social-media platform is 60 and older. Your web presence consists of multiple channels, Crowley adds, and your online profile doesn’t look complete if one major channel — such as Facebook — is missing.

Here are five tips for making the most of your Facebook business page:

1. Keep good records
Compliance can be a grey area when it comes to social media, but one thing is certain: regulators want advisors to have an archiving process in place to keep track of their social-media posts, just as you would keep records of your client communications via phone and email, Crowley says. Companies such as Global Relay (www.globalrelay.com) can help in this area by creating a permanent record of all of your social-media interactions.

2. Do your research
If you’re on Facebook for the first time, spend some time watching how business leaders, your colleagues and fellow advisors use Facebook to build their businesses.

This step will also give good insight as to what type of interaction you can expect in an ideal situation. Keep an eye on what these people are posting to see what type of content garners the most engagement.

3. Post regularly
People notice when you post online, Crowley says, and they stop noticing when you stop posting. Even if your followers aren’t using the “like” and “share” features on Facebook, they can still see that you’re contributing to their Facebook feed.

4. Keep your brand consistent
You’re likely going to be on more than one social network for your business. For example, you might also be on LinkedIn and Twitter.

Keep your imagery and messages consistent across all of these platforms so they work together to form your professional identity, Crowley says.

For example, if you’re using a professional photo as your cover photo, make sure that same photo is used on your other platforms.

5. Share photos that show your “human” side
Try to strike a work/life balance on your professional page, Crowley says. While it’s important to promote your own business-related content, a casual element to your page can make you more relatable to your audience. Photos are particularly shareable, so be sure to include photographs of office events and community events.