The five ‘Cs’ of social media

Here are the five “C”s of social media:

1. Conversation
Engaging others and starting a dialogue should be one of the main goals of your social-media strategy.

For example, social-media posts stating that oil prices have dropped are merely repeating what can be easily learned through mainstream media. However, if you ask others about the impact this news has had on them, you can start a conversation regarding the day-to-day effects, both positive and negative, this event is having on your target market.

2. Content
Sharing your own content can help you demonstrate your expertise and build your brand. The content you share can include a blog post on LinkedIn or a link to a white paper on your website.

You don’t always have to come up with your own, original content. You can share online articles and videos that interest you and are relevant to your audience. Just remember that your goal should be to engage your connections and that you should avoid only pushing out someone else’s work.

“If you just re-post,” Trainor says, “you’re helping to extend the reach of someone else, but you’re not adding any value to the conversation.”

So, when sharing others’ content, include your own question or ask your connections for their opinion on the post.

3. Connection
Sharing relevant information through social media is one way to build trust and deepen relationships with the clients and prospects who follow your posts. It can also revive dormant relationships.

Trainor knows one financial advisor who experienced such a reconnection. The advisor was travelling for a conference and mentioned the city he would be visiting on social media. An old college classmate who lived in that city suggested they reconnect, and that classmate became a client.

These types of situations may not be common, Trainor says, but you won’t know the power of your social media reach unless you try.

So, while you may prefer not to share your travel plans, posting regularly and sparking conversation will raise awareness among those who see your posts on their social-media feeds.

4. Community
Use social media to learn more about the life events being experienced by your clients, prospects and centres of influence.

“People buy based on trigger events and social media allows you insights into those trigger events,” Trainor says.

For example, you might make a note to call and congratulate a client who announced her pregnancy on Facebook. Just remember to use social media as a tool to gather that knowledge — and not as the arena to conduct the business.

5. Convert
Advisors who are active on social media use it to demonstrate their expertise and expand their network. This strategy can help move potential clients through your prospecting pipeline, Trainor says.

While social media will never be your only marketing initiative, it should be one element of a larger strategy that can involve client seminars, appreciation events and community involvement.

This is the ninth instalment in an occasional series on using LinkedIn to promote your business.