For the first time in the history of the human race, young people know more than older people… at least on average when it comes to technology.

Baby boomers and other generations that did not keep up with the pace of change are playing catch up with things like social networks. The vast majority do not like the feeling that they have fallen behind.

According to the latest information from the Pew Research Center, 35 percent of all those 65 and older report using social media, compared with just 2 percent in 2005.  In other words, they are starting to catch up, but they are well short of the 90 percent of young adults (ages 18 to 29) who are using social media.

Recognizing that this shift in knowledge has taken place allows for advisors to offer a value-add service beyond what they provide in their day-to-day duties. 

A Strong Recommendation
In the coming months, plan to have a client event on the topic of social media!

Full disclosure:  I get paid to speak at these types of events.  With that said, I do not make this recommendation in the hopes of getting hired (although that would be nice.)  Instead, I am sharing this as a proven marketing tactic that I have seen be a success time after time.

Advisors often do the big client appreciation event that can be super expensive and, while it makes clients feel appreciated, does not always lead to a ton of new business.

A better model is to have a client event strategy with a bring-a-friend approach that actually works.  When promoted right, the topic of social media drives great attendance from clients and prospects.

Suggestions On The Presentation
Social media is a tough topic to cover. That is not just because it is always changing, but more because there are varying degrees of experience. If you are going to hire a speaker for a larger room, shoot for communicating to an audience with the intermediate-level of knowledge, but have something in the presentation for everyone. 

Discuss trends, but make sure to cover best practices, so attendees have something they can use when they get back home or to the office. The right balance is needed, as the presentation should not be too fluffy, but is also should not be too technical.

Because the audience might be diverse with mixed expectations, have something for the person trying to get a better job, the nonprofit volunteer, the small business owner, the executive, the retiree and more.

What To Do Before
If there are a ton of beginners in your client base, work with them in advance of the event.  Have them in a small room or even do one-on-one consultations to set up accounts and get started.  Beginners need a different level of hands-on help and probably should be sitting in front of a computer for this type of training.  Consider having this step done first, maybe by an intern, if you have one on staff.

Of course send out the well-designed invite to get folks to register. On top of that, a week before the event, send out a survey asking the attendees what topics they would like covered. It serves as a reminder for better attendance, but more importantly it will allow the speaker to customize the presentation to meet the audience’s needs.

During The Event
Promote a hashtag for the event and encourage your clients to share photos, the advice, interesting facts and more.  (Just be careful not to ask for testimonials.)  Especially on Twitter, and maybe on Facebook, the hashtag can create an amazing back-channel conversation, if the speaker is great at what he or she does.  This type of social media engagement can create awareness for the host organization beyond the room of attendees.

Also, take a lot of pictures (with clients’ permission).  he photos will allow for some great sharing during and after the event.

Try to get followers, fans, subscribers, etc. for all the active social network accounts you have. It is great if there is a slide with a call to action from the speaker to promote these sites and a handout so attendees can take this action on their smart phones while in the room, if they have not already done so.

After The Event
Follow up with a survey. Attain feedback on what clients liked and disliked.  See if they require follow-up information. Send out a recap of some of the advice in your next enewsletter and practice the advice shared in the presentation.  Of course, do what you can to meet with the prospective clients that attend the event. 

If done right, the topic of social media will make an awesome event!  Likely you will find this marketing tactic has a great return on investment.

Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.