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Sometimes a business doesn't know how good they've got it. One mistake the financial industry in general has consistently made is not fully leveraging the efforts already taking place internally, largely because of silos and layers of bureaucracy.

Too often, firms have events and content already being produced that could simply be given more legs through the social media channel. Stop and think about your own firm or organization. What are you doing now that could be shared elsewhere?

Since economies are the name of the game today, you'll want to consider these other ways of expanding your social media efforts.

■ Appearances and Live Events – If you or someone in your firm spoke at an event, chances are there's no reason you wouldn't want many more to hear the message. So:

■ Record it for YouTube and then share it.

■ Take photos and tweet it out and write an article with a visual.

■ Post the PowerPoint presentation on SlideShare.

■ Consider a “Tweetup,” bringing a group of Twitter followers to your event. (Learn more with “How Tweetups Work.[1])

Online Events – Are you thinking of hosting a webinar? Consider partnering to expand your audience, maybe with your local newspaper. Share the invitation link through the various social platforms (profiles, groups, and an article). Then follow some of the same suggestions as above.

E-mail – If you have an e-mail program, perhaps a weekly newsletter, be sure to add the various share buttons, available by almost all e-mailing tools such as Constant Contact, VerticalResponse, MyEmma, and ExactTarget.

Research – Engage in an online survey to get valuable feedback while generating content that could spread your message and generate attention by reporters and bloggers. As one example, Finect conducted an “Investor Social Media Behavior Survey” with individual investors that led to more than 200 responses, valuable insights, and repeated sharing by news organizations, marketing firms, and investors. It's a powerful example of spending very little but getting very broad reach. But don't forget that good content is essential to engaging others – the media, industry associations, and more – in adopting or sharing that content themselves. See Figure 19.3.

PR – Maybe you or your CEO conducted a radio or TV interview. Surely some preparation notes were developed, or maybe even a script. Did you ever think about turning that into a short article that highlights the appearance – perhaps with a photo using your iPhone? As an example, take a recent appearance on Fox to discuss financial literacy among millennials. One could easily just make the appearance and call it a day. But since I often do my own prep with Q&A, it's quite easy to turn my notes into an article and then share it through social media (with the video link) as well as to customers in a weekly newsletter. If you have something newsworthy to announce, tease the appearance beforehand through social media. Keep in mind those keywords and hashtags so others can find you and your content. See Figure 19.4.

Consider a Call to Action to Access Valuable Research

FIGURE 19.3 Consider a Call to Action to Access Valuable Research

Leveraging a TV Appearance through Social Media

FIGURE 19.4 Leveraging a TV Appearance through Social Media

We've talked about some powerful ways to integrate social media into your regular marketing efforts. From large companies like Putnam to small registered investment advisors (RIAs), they're doing it, and not always with big budgets. In fact, enjoying the benefits of social media can often mean just looking at what's right in front of you – the research you're producing or the event you're about to hold – and taking it one step further.

  • [1] Amy Hunter, “How Tweetups Work.”, computer
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