Advisers can make the most out of what social media has to offer by being authentic and telling stories, says Phil Bray.
The founder and director of The Yardstick Agency says using posts that differentiate advisers from their peers and being consistent in their posting are two of the ground rules of good social media use.
"You've got to show up consistently on social media to get the best out of it," he says. "If you're wanting to use it to improve your business, build your business, generate new enquiries for business, help with recruitment... you've got to show up on a pretty regular basis.
"If you just want to dip in and dip out because you're interested in learning what your peers are saying then that's entirely different."
He adds: "You add value by showing your work." This means using day-to-day experiences with clients and turning those into stories to inform other people.
"So for example, an adviser is talking to a client about national insurance top ups... other people like that client will be interested in what they're talking about, so turn those one-to-one conversations into social posts," says Bray.
To hear more about the best ratio of organic posts to advertising, how to avoid regulatory risk in using social media and what to learn from your peers abroad, click on the image above.
carmen.reichman@ft.com
