Clients want a "social" relationship with advisersBY ALICE URIBE | MONDAY, 15 JUL 2013 10:10AMMore than half of adviser clients would like to communicate with their adviser via social media platforms, LinkedIn's Sascha Ambrose told the audience at the first day of the AdviserEdge Social Advice Summit in Melbourne.
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I think there are some valid points in this article, and from recent research we have undertaken with various financial services organisations it is apparent that social media is an important factor in client attraction and retention, with some businesses indicating up to 40% of new business comes in their door via social media.
However with regard to the issue of multiple brands, we have found that a top-down approach to design and base content helps to support the relevant brands. I think there needs to be an acknowledgement that whilst visual branding and information content can be guided by the brand themselves, the manner and terminology in which it is delivered is ultimately up to the adviser as it is with this person the prospect and client has a relationship.
Successful social media in financial services can be implemented but for dealer groups and larger organisations it starts at the top in a systematic manner and then is drip fed through to individuals with enough leverage to be authentic in the social media space. We need to stop wondering how and just start doing. Because the guys in this space who are doing it well have one thing in common: they are going for it and are willing to learn as they go.