{"product_id":"the-socially-savvy-advisor-isbn-9781118959077","title":"The Socially Savvy Advisor","description":"\u003cb\u003eThe social media marketing bible for the financial industry\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Socially Savvy Advisor: Compliant Social Media for the Financial Industry\u003c\/i\u003e 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 \u0026amp; As, tutorials, Slideshare, and a social media policy template.\u003c\/p\u003e \u003cp\u003eSocial 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. \u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e covers the entire issue, from platform, to content, to what \u003ci\u003enot\u003c\/i\u003e to do.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eBest practices in using social media for advisors and compliance officers\u003c\/li\u003e \u003cli\u003ePlanning for the regulators, vs. failing to plan\u003c\/li\u003e \u003cli\u003eChallenges with LinkedIn, Facebook, Twitter and other social platforms\u003c\/li\u003e \u003cli\u003eElements of a good social media policy\u003c\/li\u003e \u003cli\u003eManaging the top issues related to marketing and business development, engagement, and compliance\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith the right plan and the proper technique, social media marketing can dramatically improve client outreach and retention. \u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e provides the expert insight, tools, and guidance that shape a robust, effective strategy.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The New Business Environment\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 How is Social Media Changing Investor Behavior? 3\u003c\/p\u003e \u003cp\u003eChapter 2 What Are Social Media's Implications for the Financial Industry? 9\u003c\/p\u003e \u003cp\u003eChapter 3 What Are the Tensions Between Social Media and Regulation? 19\u003c\/p\u003e \u003cp\u003eChapter 4 Are the Risks of Using Social Media Worth the Benefits? 25\u003c\/p\u003e \u003cp\u003eChapter 5 How Will Social Media Change Our Industry in 10 Years? 33\u003c\/p\u003e \u003cp\u003eChapter 6 What Are the Biggest Social Media Myths? 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two The Regulatory Environment\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 What Are the Top Challenges Compliance Officers Face? 49\u003c\/p\u003e \u003cp\u003eChapter 8 What Does FINRA Say about Social Media? 55\u003c\/p\u003e \u003cp\u003eChapter 9 What Does the SEC Say about Social Media? 63\u003c\/p\u003e \u003cp\u003eChapter 10 What Gets Financial Professionals into Trouble with Social Media? 71\u003c\/p\u003e \u003cp\u003eChapter 11 How Do We Create a Social Media Policy? 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Key Playing Fields in Social Media\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 How Can We Use LinkedIn? 87\u003c\/p\u003e \u003cp\u003eChapter 13 How Can We Use Facebook? 99\u003c\/p\u003e \u003cp\u003eChapter 14 How Can We Use Twitter? 109\u003c\/p\u003e \u003cp\u003eChapter 15 How Can We Use YouTube? 119\u003c\/p\u003e \u003cp\u003eChapter 16 How Can We Use Google+? 127\u003c\/p\u003e \u003cp\u003eChapter 17 What Other Social Media Platforms Can Professionals Use? 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Marketing and Business Development\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 18 How Do We Decide Which Social Media Platforms to Use? 147\u003c\/p\u003e \u003cp\u003eChapter 19 How Do We Integrate Social Media with Overall Marketing? 153\u003c\/p\u003e \u003cp\u003eChapter 20 How Do We Measure Social Media ROI? 165\u003c\/p\u003e \u003cp\u003eChapter 21 What Types of Content Work Best? 171\u003c\/p\u003e \u003cp\u003eChapter 22 How Do We Use SEO to Reach Key Audiences? 181\u003c\/p\u003e \u003cp\u003eChapter 23 How Can We Leverage Paid Social Media Promotions? 193\u003c\/p\u003e \u003cp\u003eChapter 24 How Do We Avoid Copyright Problems? 199\u003c\/p\u003e \u003cp\u003eChapter 25 How Do We Track and Defend Our Reputation on Social Media? 203\u003c\/p\u003e \u003cp\u003eChapter 26 How Can We Use Social Media to Promote Our Events? 209\u003c\/p\u003e \u003cp\u003eChapter 27 Do We Need a Social Media Manager? 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Five Client Servicing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 28 How Can Social Media Be Used to Save Time and Money in Servicing Clients? 227\u003c\/p\u003e \u003cp\u003eChapter 29 How Can We Use Social Media to Create Client Groups? 237\u003c\/p\u003e \u003cp\u003eChapter 30 How Do We Prevent Competitors from Poaching Our Clients on Social Media? 245\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Six Managing Social Media Compliantly\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 31 What Are the Investor-Protection Rules as They Relate to Social Media? 251\u003c\/p\u003e \u003cp\u003eChapter 32 How Can We Comply with Making Securities Recommendations Through Social Media? 255\u003c\/p\u003e \u003cp\u003eChapter 33 How Can We Pre-Approve Content? 261\u003c\/p\u003e \u003cp\u003eChapter 34 How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising? 267\u003c\/p\u003e \u003cp\u003eChapter 35 How Can We Spot-Check Employee Behavior on Social Media? 273\u003c\/p\u003e \u003cp\u003eChapter 36 What Cybersecurity Mistakes Should Advisors Avoid? 277\u003c\/p\u003e \u003cp\u003eChapter 37 How Does the JOBS Act Impact Social Media and Hedge Funds? 287\u003c\/p\u003e \u003cp\u003eChapter 38 How Will Social Media Change the Role of the CCO in the Years Ahead? 293\u003c\/p\u003e \u003cp\u003eAppendix Sample Social Media Policy 297\u003c\/p\u003e \u003cp\u003eAbout the Author 343\u003c\/p\u003e \u003cp\u003eAbout the Contributors 344\u003c\/p\u003e \u003cp\u003eAbout the Companion Website 345\u003c\/p\u003e \u003cp\u003eIndex 346\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJENNIFER OPENSHAW,\u003c\/b\u003e a nationally known leader in wealth management and consumer advocacy, has observed first-hand how technology is rapidly changing the financial industry. She has advised Fortune 500 firms, including Microsoft, on technology, social media, and communications, and writes a column on consumer investing and tech tools for \u003ci\u003eMarketWatch\u003c\/i\u003e and the LinkedIn Influencer program. She was named among the 25 Rising Stars of the Internet for her work as founder and CEO of Women's Financial \u003c\/p\u003e\u003cp\u003eNetwork, a pioneer in serving women investors online, and later sold the business to Wall Street legend Muriel Siebert. Jennifer has held senior positions at Bank of America, Wilshire Associates, and BankOne, and has been an executive of several social networking platforms geared toward investors. She has appeared on \u003ci\u003eOprah\u003c\/i\u003e, \u003ci\u003eDr. Phil\u003c\/i\u003e, CNN, and Fox and speaks nationwide. She lives in Connecticut with her husband and two daughters. \u003c\/p\u003e\u003cp\u003eContact the author at LinkedIn\/in\/jenopenshaw or info@sociallysavvyadvisor.com. Written with: \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSTUART FROSS,\u003c\/b\u003e partner, Foley \u0026amp; Lardner, former general counsel, Fidelity International. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eAMY McILWAIN,\u003c\/b\u003e president, Financial Social Media.   \u003c\/p\u003e\u003cp\u003eSocial media platforms have transformed investor habits and expectations. Investors are researching opportunities online and sharing thoughts and exchanging ideas about financial products and services. Today's tech-wise investors expect their financial advisors to be similarly engaged.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e is the complete guide to creating an effective social media strategy without breaking the rules or causing conflicts with regulators. Written by industry leader Jennifer Openshaw, the text and companion website combine marketing basics with FINRA and SEC guidelines to give financial advisors and other professionals the confidence to create an effective social media campaign specifically designed for the finance and investing world.\u003c\/p\u003e \u003cp\u003eWith a laser-like focus on compliance, the author addresses the top social media challenges, dispels common myths, and outlines the most effective methods and techniques. To help advisors keep current with the most popular social media trends, Openshaw shows how to work with the business-oriented network LinkedIn to leverage existing relationships. She also explains how Facebook offers advisors an opportunity to track important events that have financial implications in the lives of their clients. And Twitter gives advisors a quick way to reach and educate influencers and investors. Read this book and you'll have the tools to deal with emerging social platforms into the future.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e is filled with contributions from executives at industry leaders such as Charles Schwab, Citibank, and others to provide an insider's perspective. By tapping into these top performers' insights and experiences, advisors can learn to harness the power of social media to strengthen their client bases and increase their business prospects.\u003c\/p\u003e \u003cp\u003eTo get the most from this resource, \u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e'\u003ci\u003es\u003c\/i\u003e website features videos, Q \u0026amp; As, tutorials, regulatory guidelines, and a social media policy template.\u003c\/p\u003e  \u003cp\u003eSocial media platforms have transformed investor habits and expectations. Investors are researching opportunities online and sharing thoughts and exchanging ideas about financial products and services. Today's techwise investors expect their financial advisors to be similarly engaged. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e is the complete guide to creating an effective social media strategy without breaking the rules or causing conflicts with regulators. Written by industry leader Jennifer Openshaw, the text and companion website combine marketing basics with FINRA and SEC guidelines to give financial advisors and other professionals the confidence to create an effective social media campaign specifically designed for the finance and investing world. \u003c\/p\u003e\u003cp\u003eWith a laser-like focus on compliance, the author addresses the top social media challenges, dispels common myths, and outlines the most effective methods and techniques. To help advisors keep current with the most popular social media trends, Openshaw shows how to work with the business-oriented network LinkedIn  to leverage existing relationships. She also explains how Facebook offers advisors an opportunity to track important events that have financial implications in the lives of their clients. And Twitter gives advisors a quick way to reach and educate influencers and investors. Read this book and you'll have the tools to deal with emerging social platforms into the future. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e is filled with contributions from executives at industry leaders such as Charles Schwab, Citibank, and others to provide an insider's perspective. By tapping into these top performers' insights and experiences, advisors can learn to harness the power of social media to strengthen their client bases and increase their business prospects. \u003c\/p\u003e\u003cp\u003eTo get the most from this resource, \u003ci\u003eThe Socially Savvy Advisor\u003c\/i\u003e'\u003ci\u003es\u003c\/i\u003e website features videos, Q \u0026amp; As, tutorials, regulatory guidelines, and a social media policy template.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990342811877,"sku":"NP9781118959077","price":75.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118959077.jpg?v=1761787436","url":"https:\/\/k12savings.com\/es\/products\/the-socially-savvy-advisor-isbn-9781118959077","provider":"K12savings","version":"1.0","type":"link"}