He shared an interesting observation, stating, “Advisors are posting things that their clients don’t want to see. They don’t want to be bludgeoned with economic data. They want the top 10 golf courses.”
Use Influencers To Expand Reach
Lindsay Tiles. managing director of corporate public relations at Charles Schwab & Co., talked about planned spontaneity. Her team prepares for the likelihood of certain topics so the content is ready to share in a timely manner. For this reason, they put out commentaries very quickly.
Also, she recommends the content be social friendly. For example, use videos in a more interactive way.
One struggle is getting the associates to be active on social media. “Even when we tell people what they can do, they don’t, as they don’t want to make a mistake,” she admitted.
To reach a larger audience, Schwab’s strategy is to go after an influential group of media and bloggers. “Those people amplify our content. We go after a smaller group to go after a larger group,” she said.
Be In The Moment
Dan Greenberg, senior account executive of financial services at Twitter, showed that mobile has doubled the time we spend online without decreasing the time we spend on desktops. “Everything we think about has to be mobile first,” he said.
“We are not that far off from the tipping point when the wealth transfers to Gen X and Gen Y,” said Greenberg.
He explained that Twitter offers the ability to see what people are talking about in real time. Corporate entities have the ability to know what Twitter users are talking about and when they are talking about it. This allows organizations to be able to personalize a brand and communicate when there is the most interest.
Greenberg said, “We would never recommend an advisor just talk about the industry.” The same holds true for sharing content on Twitter. Unlike with TV, where content gets screened and then pushed out through the major networks, the best content rises to the top with Twitter. It is getting there in a different way.