Social Media Best Practices: Slow and Steady Wins the Race

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.Wendy Cook

If a website is the center of your marketing universe (as described in my previous article), social media is the gravitational force pulling your audience into the world you’ve created for them. But social media is easily a full-time endeavor of its own. LinkedIn, Twitter, Facebook, Pinterest, Google+ … Where do you begin? Equally important, where should you leave off?

Essential social media

Why bother with social media at all? With 45,000 Twitter followers, an ever-buzzing blog and his own InvestmentNewsTakeaway” column, the “Reformed Broker” Josh Brown has taken his social media efforts to infinity and beyond. In a June 2012 InvestmentNewsinterview, Brown emphasized that the real point of social media is to bring visitors to your blog (and, I would add, to your website).

“You can’t really get across what you want to get across on Facebook, on LinkedIn or Twitter,” says Brown. “These services are great for engaging with people, but you can’t make points that matter.”

Think of your social media postings as a free chip-dip tasting in the grocery store. It’s meant to whet the appetite for your real communications, not serve as a main course. Brown says, “When people talk about social media – ‘I sent 500 tweets, why didn’t I get any clients?’ – it’s because you’re not establishing anything. If you’re not doing something more permanent in your own space, social media is not going to do you any good.”

Social media can do a lot of good once you do have your own space: a website, blog or both. Allowing your communications to be seen and heard, it’s the personal handshake of the virtual world.