When used effectively, social media is a valuable addition to the marketing mix of financial planners.
Due to the wide distribution and democratic nature of these social tools, it’s important for planners to understand they are already involved in the social conversations unfolding online. Word-of-mouth recommendation has existed since the dawn of language, but the social web represents an evolutionary step in communication because it empowers any individual to converse with, and also discover and learn from the experiences of others.
Stories that were once merely told and overheard at cocktail parties by a handful of friends can now be blogged, tweeted or streamed live to the Web. As such, they have the potential to instantly reach thousands of eyeballs, while being conveniently archived for later retrieval with one click on a search engine.
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Neil Bearse & Betty Ann-Howard
February 01, 2010