Got a pressing question for your financial adviser? Depending on the firm he or she works for, you may be able to tweet it "@" them, or send it in a Facebook message. Raymond James, a Florida-based financial-services firm, announced on Nov. 3 that it has begun providing its 5,400 financial advisers compliant access to LinkedIn, Facebook and Twitter to connect with existing clients and prospects.
Michael White, marketing director for Raymond James, told The Wall Street Journal that not only is the firm allowing advisers to use preapproved and pre-written messages, advisers can also write their own custom posts and tweets, which will be compliance-reviewed before going live.
White said there was a significant increase in the last year of advisers pushing to use social media as an extension of their communication efforts. "Social media enables financial advisers to communicate in a little less formal and more frequent way with prospects, existing clients and centers of influence," said White.
From a communications perspective, Raymond James' decision to not limit its advisers is the right one. The firm and its advisers will be able to capitalize on the same opportunities Facebook and other social networks have provided for PR: the chance to be authentic, listen, add value, build relationships and cast oneself as an expert for a wide audience.
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