ING Financial Partners, the registered broker-dealer of Voya Financial Inc., is now providing its registered representatives and affiliated financial advisors with pre-approved content for social media sites, Voya announced Monday.

The content is designed to allow advisors to connect with clients and prospective clients through social media outlets while complying with regulations. Subjects that will be addressed include financial and retirement issues that can be posted on sites such as Facebook and LinkedIn.

“It’s clear that social media has emerged as a powerful tool for financial advisors; however, in the regulated industry that we operate, the appropriate guideposts must be in place for them to take advantage of this channel,” says Tom Halloran, president of ING Financial Partners.

The new program enables advisors to access social media sites with a single sign on through the company’s customer relationship management system that serves as a hub for advisors’ management of their practices, Voya says.