The ease and speed with which we communicate through email and social media has inspired a less formal mode of correspondence, says Richard Heft, co-executive director of Ext. Marketing Inc. in Toronto. But that informality is not always appropriate for all audiences, especially the clients of a financial advisor.
“I worry that, in a lot of cases, advisors are not using the same judgment [in online communications with clients] as they would in a meeting sitting across the table from somebody,” Heft says.
Online correspondence is public and on record, Heft says. Therefore, it can be more damaging than a one-on-one chat with a client.
Here are five tips to help you maintain your professionalism when communicating online:
> Don’t get too personal on social media
Advisors are generally revealing too much information on social networking sites, Heft says, especially the negative information.
Heft has read social media posts by advisors that are personal attacks on their former employers, and others that refer negatively to ended client relationships.
“We build our careers on maintaining good relationships,” Heft says. “If you burn a lot of bridges, these relationships are hard to rebuild once you’ve damaged them.”
If you want to show a more personal side of yourself through social media, refer to articles, books or movies you have seen. Or talk about your involvement in community events or industry organizations.
> Be careful about what you share
Reposting others’ content is one way to maintain an updated profile. However, Heft warns, make sure you read or view everything you share.
If the shared content is negative or discriminatory, it reflects on you, Heft says, because you recommended it.
Avoid “viral” content altogether. You might think sending hilarious videos, quotes and stories humanizes you, Heft says. But this type of content distracts from your important messages, such as those asking for an appointment.
If your clients are accustomed to receiving frivolous messages from you, Heft says, they might skip over your legitimate emails.
> Keep your messages conversational, but not too casual
Avoid the internet slang that has become a mainstay of digital communications. Don’t tell clients you “LOL” (laughed out loud) or that you will “TTYL” (talk to you later). Type it out in full.
This type of language implies an unprofessional tone, Heft says, and can decrease your value to clients. They want to know you have the expertise and maturity to handle their money. Sounding like a teenager won’t help your cause.
> Limit humour
Attempts at humour are often misinterpreted in online communications, Heft says. “There are a lot of nuances that are missed in email.”
Sarcasm or irony can be expressed effectively when you are communicating in person or even on the telephone. But facial expressions and tone of voice cannot be expressed through text on a computer screen. Unless you have a close relationship with a client who shares your sense of humour and reciprocates your banter, avoid making jokes online.
This is the second part in a three-part series on maintaining your professionalism.
Next: Keeping a businesslike tone in your office.