The Socially Savvy Advisor + Website

Jennifer Openshaw 지음

Wiley 2014년 11월 13일 출간

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책소개

The social media marketing bible for the financial industryThe 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 mediumm-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 officersPlanning for the regulators, vs. failing to planChallenges with LinkedIn, Facebook, Twitter and other social platformsElements of a good social media policyManaging the top issues related to marketing and business development, engagement, and complianceWith 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.

목차

AcknowledgementsIntroductionPart One: The New Business EnvironmentChapter 1: How Is Social Media Changing Investor Behavior?Chapter 2: What are social media&'s implications for the financial industry?Chapter 3: What are the tensions between social media and regulation?Chapter 4: Are the risks of using social media worth the benefits?Chapter 5: How will social media change my industry in 10 years?Chapter 6: What are the biggest social media myths?Part Two: The Regulatory EnvironmentChapter 7: What are top challenges compliance officers face?Chapter 8: What does FINRA say about social media?Chapter 9: What does the SEC say about social media?Chapter 10: What gets financial professionals into trouble with social media?Chapter 11: How do we create a social media policy?Part Three:& Key Playing Fields in Social MediaChapter 12: How can I use LinkedIn?Chapter 13: How can I use Facebook?Chapter 14: How can I use Twitter?Chapter 15: How can I use YouTube?Chapter 16: How can I use Google+?Chapter 17: What other social media platforms can professionals use?Part Four:& Marketing and Business DevelopmentChapter 18: How do I decide which social platforms to use?Chapter 19: How do you integrate social media with overall marketing?Chapter 20: How do I measure social media ROI?Chapter 21: What types of content work best?Chapter 22: How do we use SEO to reach key audiences?Chapter 23: How can I leverage paid social media promotions?Chapter 24: How do I avoid copyright problems?Chapter 25: How do I track and defend my reputation on social media?Chapter 26: How can I use soc

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저자(글) Jennifer Openshaw