Firms: How to deploy, measure, and monitor social media in a compliant, effective fashion to your distributed sales force.
The financial industry is commoditized, and financial firms’ representatives are the differentiators. Correct me if I’m wrong, but no advisor was born using social networks. However, I do know that they have been communicating all their lives. Social media is communication on a different platform: the online platform, with a much larger outreach. Advisors need training to properly incorporate social media into their practice.
It’s essentially no different than role-playing or out-bound call training. Sales professionals are trained, retrained, and reviewed quarterly, as they need to pass industry tests and take continuing education courses. Successful advisors continue their studies and obtain designations like the Certified Financial Planner (CFP). Why should businesses’ approach to social media be any different? Social networking needs to be ingrained in a company’s culture.
A financial organization cannot afford to prevent its advisors from using social networking if they want. By the same token, they cannot force it upon reps who don’t want to use it. Let’s talk strategy!