Owen Donley III, a chief counsel for the U.S. Securities and Exchange Commission's Office of Investor Education and Advocacy who also manages some social accounts, said that measuring a user's time on page is beneficial, too.
According to Sillman, firms should not try to compare clicks on posts. Consider the length of time of the published posts when looking at the amount of clicks each has received, he said.
Leverage The Social Listening Effectively
Donley suggested using “metrics” to determine what kind of content to publish more and what content could be discontinued. In terms of compliance he said, “Educational content, rather than the sell-focused content, can help you build a trusted brand. And that may mitigate [some] of these compliance concerns.”
“You wouldn’t bust into a conversation with your own agenda,” said Natalicchio. She said advisors can use a client’s social data to be background information about the client and tailor future conversations. The information can also be used to train sales on how to approach clients.
In conclusion, firms can use social media to make a good first impression, reiterate their brand and provide more client-centered products and services.