The 4 biggest social media mistakes advisers make

The 4 biggest social media mistakes advisers make. Every social media platform has its own norms, rules of conduct and audience. That means that one individual may think one post a week is too much, while others post several times each day. However, a good content marketing strategy is about more than just the numbers. On LinkedIn, advisers can join groups of like-minded individuals who would appreciate posts, such as groups focused on maximizing their company 401(k) accounts, managing a tight budget or retiring early. Advisers can encourage clients and prospects to connect on social media, and the network will evolve into people who value the adviser’s content. As gratifying as it may feel to increase one’s number of followers, it is more important to motivate followers to take action. A dynamic website houses lead generation forms, a collection of blog posts and other pertinent information. Advisers may be tempted to post content solely regarding their practice, but this will deter followers from engaging and sharing posts. A compelling and engaging social-media profile should feature a 3:2:1 ratio of evergreen, personal and topical content.

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Every social media platform has its own norms, rules of conduct and audience.

This is just one of the reasons why so many advisers are hesitant to join. And when they do, they don’t see the results they were expecting.

To help master social media, avoid these four major social mistakes.

1. Worrying about posting too much. A vast majority of advisers worry about overwhelming their audience and saturating their social-media feeds with irrelevant content. Although this is a valid concern in some cases, the majority of advisers aren’t at risk of posting too much.

First, consider what too much looks like. One of the beauties and possible curses of social media is that every user is different.

That means that one individual may think one post a week is too much, while others post several times each day.

As a general rule, Twitter users post continuously throughout the day, as much as several tweets per hour. Facebook and LinkedIn users are more likely to post once each day or a few times per week. That being said, the actual amount posted will depend on how much content exists and how high-touch an advisers wants the outreach to be.

More important is the cadence. Cadence is how regularly one posts and the posting pattern on which followers can count.

It is more important to maintain a rhythm rather than try to stick to social-media rules for posting. Prospects would rather engage with an adviser who consistently posts twice a week on Facebook than someone who posts every day one week and then disappears for the next month.

2. Focusing on gaining followers. We all want to get noticed. Those who have worked hard on their content marketing may assume that the more followers they have, the better.

However, a good content marketing strategy is about more than just the numbers. Greater results will be seen with 50 engaged and active followers than 10,000 uninterested strangers and spam…

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