Blue Chip Issue 90

BLUE
CHIP
COLUMN
Social media in financial planning
A practical guide for professionals.
Kobus Kleyn, CFP®, Tax
and Fiduciary Practitioner,
Kainos Wealth
Kobus Kleyn has published
over 200 articles and authored
four books. He is a multiple
award-winning professional
and holds eight memberships
with professional associations.
His most recent awards were
lifetime achievements awards
from the FPI (Harry Brews),
The Million Dollar Round
Table (Top of the Table Life
Membership) and Liberty Group
(Life Membership) in 2021/22.
As a Senior Certified Financial Planner
and an author well-versed in personal
branding, I have come to appreciate
the significant role social media plays
in our profession. My experiences and insights,
particularly those shared in Accelerate Your Brand,
have underscored the value of these platforms in
enhancing client relationships and professional
growth. Let me share some practical perspectives
on harnessing social media effectively in our field.
The balanced approach to social media
Social media offers us an unparalleled platform for
sharing our expertise and insights. However, it’s
crucial to navigate this space with a sense of balance.
While we strive to be informative and engaging,
we must always remain within the bounds of
professional conduct and regulatory compliance.
Every shared insight must align with the high
standards of our profession.
Education via digital channels
The most rewarding aspect of social media is the
opportunity to educate. By simplifying complex
financial concepts and sharing informed insights,
we significantly contribute to enhancing financial
literacy. This effort cements our reputation as
knowledgeable advisors and fosters a deeper
understanding among our clients, which is
essential for building long-lasting relationships.
Crafting a professional online presence
In our profession, a strong personal brand is
essential. Social media is a tool that, when used
wisely, can enhance our professional visibility.
The key is to engage with our audience in a way
that reflects our commitment to our profession.
Every post and interaction should add tangible
value, strengthening our professional standing
and providing genuine benefit to our audience.
Keeping up with changes and innovations
Our profession is constantly adapting to new
technologies, regulatory changes and market
shifts. Social media often serves as the frontline
for such developments. Active participation in
these digital conversations keeps us informed
and prepared, allowing us to adapt our
strategies and advice to reflect the latest trends
and regulations.
Utilising social media for client engagement
Engaging with clients on social media goes
beyond posting regular updates; it involves
active listening and interaction. Responding to
comments, addressing concerns and participating
in relevant discussions can significantly enhance
client engagement. This approach not only
demonstrates our commitment to our clients but
also helps in understanding their evolving needs
and expectations.
Transparency and consistency
Trust is the cornerstone of our profession,
and social media can be a powerful tool in
building and maintaining this trust. Consistent,
transparent communication that reflects our
professional ethics and values can go a long
way in solidifying client trust. It’s about creating
a digital presence that clients can rely on for
accurate, helpful information.
Challenges and responsibilities
While social media offers numerous advantages,
it also poses certain challenges, particularly
regarding information accuracy and privacy
concerns. As professionals, it is our responsibility
to ensure that the information we share
is accurate, and up-to-date and in no way
compromises client confidentiality or privacy.
Conclusion
In conclusion, social media, when navigated with
care and professionalism, can be a potent tool
for financial planners. It offers us a platform to
educate, engage and evolve with the changing
landscape of our profession.
As we harness its potential, let us remain
committed to the principles of integrity and
excellence that define our work. By embracing
social media thoughtfully, we can enhance our
client relationships and professional growth
and also contribute positively to the broader
financial community.
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