While social media can be used as a business-development tool, you must set limits on how much time you spend on these platforms, says Sara Gilbert, founder of Strategist in Montreal.
“Advisors should spend only 15 minutes per day on social media,” Gilbert says. “After that, you just close it. The flow of information never stops and it can become a distraction.”
When you schedule that time is up to you. Gilbert suggests making it part of your morning routine.
“When you set limits,” she says, “you will feel like a lot of pressure is taken off your shoulders.”
To help you make the most of your 15 minutes, Gilbert suggests you do the following:
> Develop a strategy
First, decide which social media platforms are most geared towards your stated objectives.
For example, if you want to use social media tools to get a broader view of the marketplace and what is being said about certain products, Twitter might be best for you.
Or you might be looking to deepen your relationships beyond the standard advisor/client level. In this case, Facebook might be a good choice.
The point, Gilbert says, is to plan clearly what you want to achieve through your social-media activities before you sign up.
You wouldn’t register for Facebook, for example, just because it seems like a novel idea. You should join a social media platform only if it corresponds with your list of objectives.
> Follow the information
One of the best ways to use social media as a business-development tool is for curating content online. In order to do that, you need to be following the right people on Twitter, LinkedIn or, to an extent, Facebook.
Perhaps, you want to follow coaches or business leaders to identify how they have succeeded in building their businesses. Alternatively, you might choose to follow selected publications or specific journalists that frequently write about issues that are relevant to your practice.
You can make particularly informative articles or relevant information available to your clients and followers, or simply keep yourself informed.
> Follow with care
If someone “follows” you in social media, particularly Twitter, it is generally regarded as common courtesy to return the favour.
That said, if you are using Twitter or other social media platforms for specific business-development reasons, you should be choosey about the people or brands you follow. As a rule of thumb, Gilbert says, avoid following celebrities or athletes, who will not provide any value to your business.
“Take the best and follow the best of the best for your business,” Gilbert says. “It’s a professional exercise, so if you bring your personal interests into it, your 15 minutes will evaporate quickly.”
> Enough is enough
Trying to stay abreast of every tweet in the “Twitterverse” is a fruitless exercise. So, once your 15 minutes have passed, Gilbert says, be sure to log out and get on with the rest of your day.
This is the second instalment in an occasional series about how to use social media as a business-development tool. Next: Building your business with LinkedIn.