Our recent social media research Social Media & Financial Advisors: Early Adopters vs. Casual Users has informed us that most advisors are casual users (92%) who really don’t quite understand how to use the tool to drive business benefit. For these advisors, transitioning their social media strategy, if it really is a strategy, from online to offline is one of their biggest challenges. Many advisors have learned how to build a network of clients, prospects, and centers-of-influence, but they have trouble turning this digital network into new business.
Early adopters have mastered this process. How? By a combination of online finesse that create opportunities for thoughtful offline (telephone) conversations, which lead to getting face-to-face. It requires you to engage your clients and centers-of-influence in open conversations about how they’re using social media.