How personal should financial professionals be on social?

Personal Social Media

Social media is a great marketing tool for financial service professionals. 

Not only does it allow you to reach a new audience, demonstrate thought leadership and build on your personal brand. 

Regular updates on social media also allow you to cement your relationship with your existing clients. 

Personal Social Media

One of the strongest (and often underused uses) is that it opens up space for future conversations between advisers and clients – when done correctly. 

Today, we are discussing your personal social media accounts – a now popular area in professional services. 

Building your personal brand will open doors to new prospects. 

Although, some of the points we discuss in today’s blog could also be applied to your company’s social media pages. 

Whether you use LinkedIn, Twitter, Instagram, Facebook or even TikTok, you can use social media to build your personal brand and show yourself a different side to yourself that your clients might not otherwise see.

In fact, this type of personal content generates more interest from clients and prospects than content that relates to finance. 

Chances are more of your clients will be interested in posts about your activities in the community, team building events or daily goings on, rather than strictly only financial content. 

Should I show insight into my private life on my professional social media? 

You can use your social media platforms to create a carefully constructed window into your private life, while demonstrating thought leadership.

You should consider posting things that resonate with your audience. 

It is likely that your clients and prospects have a lot in common with you, so try to post about these topics.

Posts around fitness, family and personal achievements perform well. 

We’d also suggest providing a personal slant on any posts about your professional life. Don’t be boring, add personality! 

Humour can also work well. But please be careful not to offend.

There is however a limit to how personal you should be on your professional pages.

Understandably, the line between enticing personal content and going too far can get a little blurred. 

You must be cautious about what you post. 

When it comes to humour, you should always keep it politically correct and inoffensive.

In the financial industry, professionalism is expected and should be maintained. 

What about my personal political views?

Many financial advisers like to give their opinion on political events. However, it is important not to be decisive. 

Remember that every time you post something divisive, you create a barrier between yourself and those lying on the other side of the fence. 

While many will probably share your opinion, others may have strong views to the contrary. 

You risk damaging your relationship with these people, both on social media and in real life. In our opinion, it’s not worth it. 

Everyone is different, and strong political views are best saved for family and close friends for debate.

In summary, there is nothing wrong with giving a political opinion, especially on important financial issues that affect your client base and prospects. 

We simply recommend you always refrain from being decisive. 

Personal Social Media

Should I be personal on LinkedIn?

 LinkedIn is a unique social media platform as it is for professionals. It’s a great tool to grow your personal brand. 

Although it’s one of the most used social media platforms, many users are too cautious to post about anything outside their jobs, meaning there are many boring posts on the network. 

This opinion is slowly changing, seeing a real shift since the COVID-19 pandemic, it is still important to have a fine balance in a professional social network. 

We actually think that there are many benefits from introducing personal posts on LinkedIn.

Most users’ news feeds are less activity saturated than comparable platforms, meaning that updates are visible longer and more often to its users. 

As a result, it is easier not to be drowned out by other posters.

What’s more, some users who post about their personal opinions, demonstrating thought leadership, reach an incredibly wide following. 

We’ve seen opinion posts gain literally hundreds of thousands of engagements across the network, meaning such a post will show up in the news feeds of millions more. 

By being more personal, you can make yourself stand out. 

Many of your clients and prospects will be browsing LinkedIn while at work, looking for something interesting to read. 

By satisfying this demand by posting something that people are actually interested in, you’re sure to generate a lot of engagement. But make sure it is for the right reasons.

Topics we would take care of when posting include:

  • Covid-19
  • War
  • Brexit
  • Immigration
  • Support of a political candidate or party
  • Anything controversial
  • Religious views 
  • To much personal information
  • Anything that could be deemed unprofessional or overly negative 

While it is great to demonstrate your personality and give your clients an insight into ‘your world’, professionalism is paramount.

Always think twice before you post on any of your personal social media accounts. 

Remember, if you want to keep some of your social media accounts private from your client base, ensure your security settings are in order. 

At Opulent Media Group, we have a lot of experience managing social media accounts for both financial brands and individual financial professionals on a personal branding and thought leadership level. 

If you need some help to improve your social media efforts, we’d love to get in touch.