The social media marketing bible for the financial industry The Socially Savvy Advisor: Compliant Social Media for the Financial Industry is the complete guide to creating an effective social media strategy without breaking the big rules. Written by an industry specialist Jennifer Openshaw, alongside Stuart Fross, Fidelity International's former general counsel, and Amy McIlwain, president of Financial Social Media, this book merges marketing basics with FINRA and SEC guidelines to help readers create an effective social media campaign specifically for the finance and investing world. Contributions from industry leaders at Charles Schwab, Citibank, and others provide inside perspective and experience so readers can tap into a new audience. With a focus on compliance, the book clears common hurdles while dispelling myths and outlining effective methods and techniques. Readers also gain access to a website featuring videos, Q & As, tutorials, Slideshare, and a social media policy template. Social media is one of the hottest topics in finance. From solo practitioners to large asset managers, everyone's consumed by how, when, and where to use this new and powerful medium but guidance is hard to find. The Socially Savvy Advisor covers the entire issue, from platform, to content, to what not to do. Best practices in using social media for advisors and compliance officers Planning for the regulators, vs. failing to plan Challenges with LinkedIn, Facebook, Twitter and other social platforms Elements of a good social media policy Managing the top issues related to marketing and business development, engagement, and compliance With the right plan and the proper technique, social media marketing can dramatically improve client outreach and retention. The Socially Savvy Advisor provides the expert insight, tools, and guidance that shape a robust, effective strategy.

The social media marketing bible for the financial industryThe Socially Savvy Advisor: Compliant Social Media for theFinancial Industry is the complete guide to creating aneffective social media strategy without breaking the big rules.Written by an industry specialist Jennifer Openshaw, alongsideStuart Fross, Fidelity International's former general counsel, andAmy McIlwain, president of Financial Social Media, this book mergesmarketing basics with FINRA and SEC guidelines to help readerscreate an effective social media campaign specifically for thefinance and investing world. Contributions from industry leaders atCharles Schwab, Citibank, and others provide inside perspective andexperience so readers can tap into a new audience. With a focus oncompliance, the book clears common hurdles while dispelling mythsand outlining effective methods and techniques. Readers also gainaccess to a website featuring videos, Q & As, tutorialsSlideshare, and a social media policy template.Social media is one of the hottest topics in finance. From solopractitioners to large asset managers, everyone's consumed by howwhen, and where to use this new and powerful medium--butguidance is hard to find. The Socially Savvy Advisor coversthe entire issue, from platform, to content, to what not todo.* Best practices in using social media for advisors andcompliance officers* Planning for the regulators, vs. failing to plan* Challenges with LinkedIn, Facebook, Twitter and other socialplatforms* Elements of a good social media policy* Managing the top issues related to marketing and businessdevelopment, engagement, and complianceWith the right plan and the proper technique, social mediamarketing can dramatically improve client outreach and retention.The Socially Savvy Advisor provides the expert insighttools, and guidance that shape a robust, effective strategy.

Foreword xiAcknowledgments xiiiIntroduction xvPart One The New Business EnvironmentChapter 1 How is Social Media Changing Investor Behavior? 3Chapter 2 What Are Social Media's Implications for the Financial Industry? 9Chapter 3 What Are the Tensions Between Social Media and Regulation? 19Chapter 4 Are the Risks of Using Social Media Worth the Benefits? 25Chapter 5 How Will Social Media Change Our Industry in 10 Years? 33Chapter 6 What Are the Biggest Social Media Myths? 41Part Two The Regulatory EnvironmentChapter 7 What Are the Top Challenges Compliance Officers Face? 49Chapter 8 What Does FINRA Say about Social Media? 55Chapter 9 What Does the SEC Say about Social Media? 63Chapter 10 What Gets Financial Professionals into Trouble with Social Media? 71Chapter 11 How Do We Create a Social Media Policy? 79Part Three Key Playing Fields in Social MediaChapter 12 How Can We Use LinkedIn? 87Chapter 13 How Can We Use Facebook? 99Chapter 14 How Can We Use Twitter? 109Chapter 15 How Can We Use YouTube? 119Chapter 16 How Can We Use Google+? 127Chapter 17 What Other Social Media Platforms Can Professionals Use? 133Part Four Marketing and Business DevelopmentChapter 18 How Do We Decide Which Social Media Platforms to Use? 147Chapter 19 How Do We Integrate Social Media with Overall Marketing? 153Chapter 20 How Do We Measure Social Media ROI? 165Chapter 21 What Types of Content Work Best? 171Chapter 22 How Do We Use SEO to Reach Key Audiences? 181Chapter 23 How Can We Leverage Paid Social Media Promotions? 193Chapter 24 How Do We Avoid Copyright Problems? 199Chapter 25 How Do We Track and Defend Our Reputation on Social Media? 203Chapter 26 How Can We Use Social Media to Promote Our Events? 209Chapter 27 Do We Need a Social Media Manager? 219Part Five Client ServicingChapter 28 How Can Social Media Be Used to Save Time and Money in Servicing Clients? 227Chapter 29 How Can We Use Social Media to Create Client Groups? 237Chapter 30 How Do We Prevent Competitors from Poaching Our Clients on Social Media? 245Part Six Managing Social Media CompliantlyChapter 31 What Are the Investor-Protection Rules as They Relate to Social Media? 251Chapter 32 How Can We Comply with Making Securities Recommendations Through Social Media? 255Chapter 33 How Can We Pre-Approve Content? 261Chapter 34 How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising? 267Chapter 35 How Can We Spot-Check Employee Behavior on Social Media? 273Chapter 36 What Cybersecurity Mistakes Should Advisors Avoid? 277Chapter 37 How Does the JOBS Act Impact Social Media and Hedge Funds? 287Chapter 38 How Will Social Media Change the Role of the CCO in the Years Ahead? 293Appendix Sample Social Media Policy 297About the Author 343About the Contributors 344About the Companion Website 345Index 346