Balancing Act: The Risks and Rewards of Social Networking for Financial Advisors
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
Lora Louise Broady
social media marketing; social media; social media plan; Financial Services
Social media is changing the way people communicate, seek and find information, and evaluate goods and services. As a result, businesses are finding it necessary to reach customers through social networking platforms. Highly regulated industries ‰ÛÒ such as financial services ‰ÛÒ face unique challenges in this arena. Financial advisors must adhere to strict regulatory guidelines that govern how they communicate with clients and prospects, making many advisors reluctant to embrace social media. This project examines how advisors can effectively incorporate social networking while remaining compliant. Results indicate that advisors should take a targeted approach that is based on the specific needs of their practice while keeping close tabs on changing regulatory guidelines. A social media plan/guide reflecting this approach is also included.
Behnke, Sarah, "Balancing Act: The Risks and Rewards of Social Networking for Financial Advisors" (2011). Organizational and Professional Communications. 75.