The Socially Savvy Advisor Website Compliant Social Media for the Financial Industry 1st Edition by Jennifer Openshaw, Amy McIlwain, Stuart Fross 9781118959084 1118959086

The Socially Savvy Advisor Website Compliant Social Media for the Financial Industry 1st Edition by Jennifer Openshaw, Amy McIlwain, Stuart Fross – Ebook PDF Instant Download/Delivery: 9781118959084, 1118959086
Full download The Socially Savvy Advisor Website Compliant Social Media for the Financial Industry 1st Edition after payment

Product details:

ISBN 10: 1118959086
ISBN 13: 9781118959084
Author: Jennifer Openshaw, Amy McIlwain, Stuart Fross

The social media marketing bible for the financial industry The Socially Savvy Advisor: Compliant Social Media for the Financial Industry is the complete guide to creating an effective social media strategy without breaking the big rules. Written by an industry specialist Jennifer Openshaw, alongside Stuart Fross, Fidelity International’s former general counsel, and Amy McIlwain, president of Financial Social Media, this book merges marketing basics with FINRA and SEC guidelines to help readers create an effective social media campaign specifically for the finance and investing world. Contributions from industry leaders at Charles Schwab, Citibank, and others provide inside perspective and experience so readers can tap into a new audience. With a focus on compliance, the book clears common hurdles while dispelling myths and outlining effective methods and techniques. Readers also gain access to a website featuring videos, Q & As, tutorials, Slideshare, and a social media policy template. Social media is one of the hottest topics in finance. From solo practitioners to large asset managers, everyone’s consumed by how, when, and where to use this new and powerful medium—but guidance is hard to find. The Socially Savvy Advisor covers the entire issue, from platform, to content, to what not to do. Best practices in using social media for advisors and compliance officers Planning for the regulators, vs. failing to plan Challenges with LinkedIn, Facebook, Twitter and other social platforms Elements of a good social media policy Managing the top issues related to marketing and business development, engagement, and compliance With the right plan and the proper technique, social media marketing can dramatically improve client outreach and retention. The Socially Savvy Advisor provides the expert insight, tools, and guidance that shape a robust, effective strategy.

The Socially Savvy Advisor Website Compliant Social Media for the Financial Industry 1st Table of contents:

Part One: The New Business Environment
Chapter 1: How Is Social Media Changing Investor Behavior?
How Investors Are Getting Social
Investors Are Demanding More with Transparency and Real-Time Access
What Investors Really Want: Find Their Advisors on Social Media

Chapter 2: What Are Social Media’s Implications for the Financial Industry?
Sitting Out the Game?
Financial Advisory World in Flux
Four Obstacles to Greater Social Media Engagement
What Does This Mean For the Industry, CEOs, CCOs, and Marketers?
What the Future Holds

Chapter 3: What Are the Tensions Between Social Media and Regulation?
Three Reasons Why Advisors Feel Regulators Make Social Media Difficult
What Regulators Could Do to Make Social Media Easier
A Defense: Policies in Place
The Real Barrier: Regulators or Industry?
Some Final Thoughts

Chapter 4: Are the Risks of Using Social Media Worth the Benefits?
Social Media’s Shifting Winds in Financial Advisory
Four Social Media Risks and Solutions

Chapter 5: How Will Social Media Change Our Industry in 10 Years?
Get Ready: More Change Is Coming
A 10-Year Look: How the Financial Industry Will Change
Eight Predictions for the Next Decade

Chapter 6: What Are the Biggest Social Media Myths?

Part Two: The Regulatory Environment
Chapter 7: What Are the Top Challenges Compliance Officers Face?
What CCOs Should Know
Five Key CCO Challenges
When to Call For Help

Chapter 8: What Does FINRA Say about Social Media?
Three New Areas of FINRA Guidance
Choosing Your Content: Static Versus Interactive
A FINRA Sweep of Advisor Practices
New Cybersecurity Initiative

Chapter 9: What Does the SEC Say about Social Media?
Seven New Guidelines That CCOs Should Know
Testing for Testimonials
A Looser Interpretation
Three Clarifications on Earlier Guidance

Chapter 10: What Gets Financial Professionals into Trouble with Social Media?
Remember The Ground Rules
Remember: There’s Risk
Drawing Lines Between Business and Personal
Four Ways to Manage Social Media Risk
Keys to Handling Bad Content

Chapter 11: How Do We Create a Social Media Policy?
Five Steps to Starting Your Policy
Five Policy Elements the SEC Likes to See
The Three “Ss” of A Social Media Policy

Part Three: Key Playing Fields in Social Media
Chapter 12: How Can We Use LinkedIn?
First, What Exactly is LinkedIn?
Why is LinkedIn Different From Other Social Networks?
Three Steps to Getting Started on LinkedIn
The Problematic Endorse Function

Chapter 13: How Can We Use Facebook?
Seven Ways to Start on Facebook

Chapter 14: How Can We Use Twitter?
Twitter in Financial Services
How to Get Started With Twitter
What to Tweet
What Not to Tweet

Chapter 15: How Can We Use YouTube?
Six Tips for Staying Compliant on YouTube
Eight Ways Financial Professionals are Using Video
Six Steps to Getting Started With Video
Case Study: Matson Money

Chapter 16: How Can We Use Google+?

Chapter 17: What Other Social Media Platforms Can Professionals Use?
Instagram
Pinterest
Slideshare
Skype
Vine

Part Four: Marketing and Business Development
Chapter 18: How Do We Decide Which Social Media Platforms to Use?
Three Questions to Ask…And it all Starts With Compliance
A Case: Choosing the Right Platforms
Three Steps to Choosing the Right Social Media Platforms

Chapter 19: How Do We Integrate Social Media with Overall Marketing?
The Challenges of Unifying Social Media with Overall Marketing
Two Approaches to Incorporating Social Media into Marketing
The New Model: Getting Your Firm Behind a Social Media Program
Three Social Media Elements of Marketing
Putnam Retail: Asset Manager Moving from Traditional to Digital Media
A Small Advisor and His Big-Time Marketing Plan
Five Ways to Give Social Media Legs to Your Marketing Efforts

Chapter 20: How Do We Measure Social Media ROI?
Defining Success With ROI and KPI
Three Strategies to Measuring Your Social Media ROI

Chapter 21: What Types of Content Work Best?
The Benefits of Content Marketing
Six Steps to Successful Content Marketing

Chapter 22: How Do We Use SEO to Reach Key Audiences?
Three Ways SEO is Changing Right Now
A Case Study: Heron Financial Group
Top Mistakes the Financial Industry Makes
Five Keys to Building SEO-Friendly Content
Multiple Offices? How a Firm or Advisor Can Reach Locally Via SEO
When to Hire Help

Chapter 23: How Can We Leverage Paid Social Media Promotions?
Why Paid Promotions May be Beneficial
Steps Toward Starting Your Paid Social Media Campaign
Network-Specific Advice

Chapter 24: How Do We Avoid Copyright Problems?
Mastering the Rules of Fair Use
Standards for Using Photos and Graphics

Chapter 25: How Do We Track and Defend Our Reputation on Social Media?
Key Methods to Manage and Enhance Your Web Presence
Duking it Out in the Social World

Chapter 26: How Can We Use Social Media to Promote Our Events?
Create a Shareable Story
How to Find Influencers
Influencers: A New Mindset
It’s Not Just About Text
Promoting Your Events Via Social Media

Chapter 27: Do We Need a Social Media Manager?
So What Does a Social Media Manager Do?
How Can Advisors and Asset Managers Further Benefit from Hiring a Social Media Manager?
How Do I Know if I Should Hire Someone to Manage My Social Media?
What Should Advisors or Asset Management Firms Look for in a Good Social Media Manager?

Part Five: Client Servicing
Chapter 28: How Can Social Media Be Used to Save Time and Money in Servicing Clients?
Four Facts to Know
Overcoming Challenges in the Financial Industry
Schwab: A Closer Look
Can Social Care Help You Save Time and Money?
Five Key Steps to Setting up Client Servicing on Social Media

Chapter 29: How Can We Use Social Media to Create Client Groups?
The Biggest Marketing Misunderstanding About Social Media
Five Steps to Creating Social Media Groups
Party Venues: LinkedIn, Facebook, Twitter
Best Practices with Groups

Chapter 30: How Do We Prevent Competitors from Poaching Our Clients on Social Media?
Three Ways to Protect Yourself from Poaching
Clues to Tip You off to Poachers
Leaving on Good Terms—And Getting Your Client Back?

Part Six: Managing Social Media Compliantly
Chapter 31: What Are the Investor-Protection Rules as They Relate to Social Media?
Four Services That Draw SEC Attention
Recurring Problems in SEC Examinations

Chapter 32: How Can We Comply with Making Securities Recommendations Through Social Media?
The Trouble with Recommendations
Solving the Suitability Problem in Social Media
An Advisor’s Responsibility for Blog Recommendations
Five Things Advisors Should Know When Making Recommendations

Chapter 33: How Can We Pre-Approve Content?
What’s Driving the Shift Away from Pre-Approved Content?
The Risks of Pre-Approving Content
A Stepping Stone: The Pros of Pre-Approving
Raymond James’ Social Evolution
Approaches to Pre-Approved Content
A Next Step: Education

Chapter 34: How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising?
Hating the Like Button
Overseeing What’s Said on Social Media
Five Conversations That Don’t Require Filing
Two Conversation Topics That Advisors Must File

Chapter 35: How Can We Spot-Check Employee Behavior on Social Media?
Business Use of Personal Websites
The Regulators are Searching on Social Media

Chapter 36: What Cybersecurity Mistakes Should Advisors Avoid?
What Criminals Gain and Consumers Lose
Implications for Advisors and Organizations
A Closer Look at the Risks
What FINRA and the SEC Say
Not Hip to Hackers? Three Risks for Advisors
Key Moves to Ward off Risks
Other Social Media Protection Tips
The Future of Cybersecurity

Chapter 37: How Does the JOBS Act Impact Social Media and Hedge Funds?
Who Wants to Buy a Placement?
A Tech Upgrade for Private Investment

Chapter 38: How Will Social Media Change the Role of the CCO in the Years Ahead?
Three Areas of Change for CCOs
A Rising Tide of Costs
A Changing Role for CCOs

People also search for The Socially Savvy Advisor Website Compliant Social Media for the Financial Industry 1st:

the social savvy
    
the savvy social worker
    
the social security advisor
    
the sociable.society
    
a savvy

Tags: Socially, Savvy Advisor, Jennifer Openshaw, Amy McIlwain, Stuart Fross