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A short course of lectures
«The socially savvy advisor»





THE BENEFITS OF CONTENT MARKETINGAre the Risks of Using Social Media Worth the Benefits?FOUR SERVICES THAT DRAW SEC ATTENTIONHow Does the JOBS Act Impact Social Media and Hedge Funds?What Are the Tensions Between Social Media and Regulation?THE REGULATORS ARE SEARCHING ON SOCIAL MEDIAWHAT REGULATORS COULD DO TO MAKE SOCIAL MEDIA EASIERTHE THREE "Ss" OF A SOCIAL MEDIA POLICY Six: Managing Social Media CompliantlyHow Can I Use Skype for Financial Services?A 10-YEAR LOOK: HOW THE FINANCIAL INDUSTRY WILL CHANGEA NEXT STEP: EDUCATIONWHAT THE FUTURE HOLUSHow Can We Use Google+?AN ADVISOR'S RESPONSIBILITY FOR BLOG RECOMMENDATIONSForewordDUKIIMG IT OUT IN THE SOCIAL WORLDWHEN TO HIRE HELPINSTAGRAMA DEFENSE: POLICIES IN PLACEA CHANGING ROLE FOR CCOsHow Will Social Media Change the Role of the CCO in the Years Ahead?How Do We Create a Social Media Policy?OTHER SOCIAL MEDIA PROTECTION TIPSTHREE STEPS TO CHOOSING THE RIGHT SOCIAL MEDIA PLATFORMSMULTIPLE OFFICES? HOW A FIRM OR ADVISOR CAN REACH LOCALLY VIA SEOCASE STUDY: MATSON MONEYSIX STEPS TO GETTING STARTED WITH VIDEOHow Can I Use Instagram in Financial Services?WHO WANTS TO BUY A PLACEMENT?WHAT CCOs SHOULD KNOWPARTY VENUES: LINKEDIN, FACEBOOK, TWITTERHOW CAN ADVISORS AND ASSET MANAGERS FURTHER BENEFIT FROM HIRING A SOCIAL MEDIA MANAGER?STEPS TOWARD STARTING YOUR PAID SOCIAL MEDIA CAMPAIGNWhat Are the Investor-Protection Rules as They Relate to Social Media?Social EnduranceCreate a LinkedIn Company Page for Your BusinessFOUR FACTS TO KNOWTHREE SOCIAL MEDIA ELEMENTS OF MARKETINGOVERSEEING WHAT'S SAID ON SOCIAL MEDIAAbout the ContributorsHow Do We Decide Which Social Media Platforms to Use?FIVE KEY STEPS TO SETTING UP CLIENT SERVICING ON SOCIAL MEDIACAN SOCIAL CARE HELP YOU SAVE TIME AND MONEY?KEYS TO HANDLING BAD CONTENTWHAT'S DRIVING THE SHIFT AWAY FROM PRE-APPROVED CONTENT?How Do We Track and Defend Our Reputation on Social Media?BEST PRACTICES WITH GROUPSWHAT CRIMINALS GAIN AND CONSUMERS LOSEBuild Your NetworkMillennial Hiring RiskWhat Cybersecurity Mistakes Should Advisors Avoid?FIVE STEPS TO STARTING YOUR POLICYThree: Key Playing Fields in Social MediaFOUR SOCIAL MEDIA RISKS AND SOLUTIONSSIX STEPS TO SUCCESSFUL CONTENT MARKETINGWhat Are Social Media's Implications for the Financial Industry?How Can We Use Facebook?WHAT SHOULD ADVISORS OR ASSET MANAGEMENT FIRMS LOOK FOR IN A GOOD SOCIAL MEDIA MANAGER?What Does FINRA Say about Social Media?What Types of Content Work Best?THE PROBLEMATIC ENDORSE FUNCTIONWHAT FINRA AND THE SEC SAYHow Do We Avoid Copyright Problems?Why Would I Use SlideShare for Financial Services?WHAT INVESTORS REALLY WANT: FIND THEIR ADVISORS ON SOCIAL MEDIAHow Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising?How Can We Pre-Approve Content?INFLUENCERS: A NEW MINDSETDRAWING LINES BETWEEN BUSINESS AND PERSONALCHARTER 6. What Are the Biggest Social Media Myths?Five: Client ServicingSOLVING THE SUITABILITY PROBLEM IN SOCIAL MEDIANETWORK-SPECIFIC ADVICETHE CHALLENGES OF UNIFYING SOCIAL MEDIA WITH OVERALL MARKETINGRAYMOND JAMES' SOCIAL EVOLUTIONWHAT DOES THIS MEAN FOR THE INDUSTRY, CEOs, CCOs, AND MARKETERS?SEVEN WAYS TO START ON FACEBOOKReputation ImpactTHREE WAYS TO PROTECT YOURSELF FROM POACHINGOptimize Your LinkedIn ProfileTHE BIGGEST MARKETING MISUNDERSTANDING ABOUT SOCIAL MEDIAGET READY: MORE CHANGE IS COMINGCLUES TO TIP YOU OFF TO POACHERSAcknowledgmentsRecordkeeping and AdvertisingTwo: The Regulatory EnvironmentSO WHAT DOES A SOCIAL MEDIA MANAGER DO?A TECH UPGRADE FOR PRIVATE INVESTMENTWHAT TO TWEETDEFINING SUCCESS WITH ROI AND KPIWhat Does the SEC Say about Social Media?A CASE: CHOOSING THE RIGHT PLATFORMSHow Can We Use LinkedIn?IT'S NOT JUST ABOUT TEXTTHREE REASONS WHY ADVISORS FEEL REGULATORS MAKE SOCIAL MEDIA DIFFICULTCREATE A SHAREABLE STORYNOT HIP TO HACKERS? THREE RISKS FOR ADVISORSSEVEN NEW GUIDELINES THAT CCOs SHOULD KNOWWHY IS LIIMKEDIIM DIFFERENT FROM OTHER SOCIAL NETWORKS?For TwitterBUSINESS USE OF PERSONAL WEBSITESFIVE KEYS TO BUILDING SEO-FRIENDLY CONTENTA CASE STUDY: HERON FINANCIAL GROUPVINESTANDARDS FOR USING PHOTOS AND GRAPHICSWhat Other Social Media Platforms Can Professionals Use?HOW DO I KNOW IF I SHOULD HIRE SOMEONE TO MANAGE MY SOCIAL MEDIA?FINANCIAL ADVISORY WORLD IN FLUXKEY MOVES TO WARD OFF RISKSHow Can I Use Pinterest For Financial Services?RECURRING PROBLEMS IN SEC EXAMINATIONSHow Can We Use Social Media to Promote Our Events?HATING THE LIKE BUTTONHOW TO GET STARTED WITH TWITTERFIRST, WHAT EXACTLY IS LIIUKEDIIU?APPENDIX: Sample Social Media PolicyA STEPPING STONE: THE PROS OF PRE-APPROVINGSIX TIPS FOR STAYING COMPLIANT ON YOUTUBEDo We Need a Social Media Manager?THE TROUBLE WITH RECOMMENDATIONSA CLOSER LOOK AT THE RISKSAbout the Companion WebsiteTHREE STRATEGIES TO MEASURING YOUR SOCIAL MEDIA ROISLIDESHARECHOOSING YOUR CONTENT: STATIC VERSUS INTERACTIVETHREE QUESTIONS TO ASK . . . AND IT ALL STARTS WITH COMPLIANCETESTING FOR TESTIMONIALSHow Can I Use Vine for Financial Services?For LinkedInAPPROACHES TO PRE-APPROVED CONTENTFOUR OBSTACLES TO GREATER SOCIAL MEDIA ENGAGEMENTA RISING TIDE OF COSTSHOW INVESTORS ARE GETTING SOCIALSITTING OUT THE GAME?FIVE WAYS TO GIVE SOCIAL MEDIA LEGS TO YOUR MARKETING EFFORTSFIVE KEY CCO CHALLENGESHow Do We Use SEO to Reach Key Audiences?REMEMBER THE GROUND RULESNEW CYBERSECURITY INITIATIVESKYPEPUTNAM RETAIL: ASSET MANAGER MOVING FROM TRADITIONAL TO DIGITAL MEDIAFIVE CONVERSATIONS THAT DON'T REQUIRE FILINGMASTERING THE RULES OF FAIR USETHE FUTURE OF CYBERSECURITYINVESTORS ARE DEMANDING MORE WITH TRANSPARENCY AND REAL-TIME ACCESSFor FacebookHow Can We Spot-Check Employee Behavior on Social Media?How Can We Leverage Paid Social Media Promotions?REMEMBER: THERE'S RISKHow Can We Use YouTube?How Can We Use Social Media to Create Client Groups?How Do We Integrate Social Media with Overall Marketing?A LOOSER INTERPRETATIONAbout the AuthorFOUR WAYS TO MANAGE SOCIAL MEDIA RISKTHREE AREAS OF CHANGE FOR CCOsWHY PAID PROMOTIONS MAY BE BENEFICIALSOME FINAL THOUGHTSTWO APPROACHES TO INCORPORATING SOCIAL MEDIA INTO MARKETINGTHREE STEPS TO GETTING STARTED ON LINKEDINWhat Are the Top Challenges Compliance Officers Face?One: The New Business EnvironmentOVERCOMING CHALLENGES IN THE FINANCIAL INDUSTRYIMPLICATIONS FOR ADVISORS AND ORGANIZATIONSWhat Gets Financial Professionals into Trouble with Social Media?How Can We Use Twiner?FIVE THINGS ADVISORS SHOULD KNOW WHEN MAKING RECOMMENDATIONSEIGHT PREDICTIONS FOR THE NEXT DECADETHREE WAYS SEO IS CHANGING RIGHT NOWTHE REAL BARRIER: REGULATORS OR INDUSTRY?PROMOTING YOUR EVENTS VIA SOCIAL MEDIAEIGHT WAYS FINANCIAL PROFESSIONALS ARE OSING VIDEOHow Will Social Media Change Our Industry in 10 Years?THE RISKS OF PRE-APPROVING CONTENTHow Do We Measure Social Media ROI?THREE CLARIFICATIONS ON EARLIER GUIDANCEA SMALL ADVISOR AND HIS BIG-TIME MARKETING PLANTHREE NEW AREAS OF FINRA GUIDANCEFIVE STEPS TO CREATING SOCIAL MEDIA GROOPSHOW TO FIND INFLUENCERSWHEN TO CALL FOR HELPLEAVING ON GOOD TERMS – AND GETTING YOUR CLIENT BACK?FIVE POLICY ELEMENTS THE SEC LIKES TO SEE * 1KEY METHODS TO MANAGE AND ENHANCE YOUR WEB PRESENCEWHAT NOT TO TWEETA FIIMRA SWEEP OF ADVISOR PRACTICESHow Is Social Media Changing Investor Behavior?TWITTER IN FINANCIAL SERVICESTWO CONVERSATION TOPICS THAT ADVISORS MUST FILETOP MISTAKES THE FINANCIAL INDUSTRY MAKESTHE NEW MODEL: GETTING YOUR FIRM REHIND A SOCIAL MEDIA PROGRAMPINTERESTSCHWAB: A CLOSER LOOKFour: Marketing and Business DevelopmentHow Can We Comply with Making Securities Recommendations Through Social Media?SOCIAL MEDIA'S SHIFTING WINDS IN FINANCIAL ADVISORYHow Do We Prevent Competitors from Poaching Our Clients on Social Media?
 
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