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.