Want to know how Facebook, LinkedIn, Twitter and blogging fit together? Check out Platform: Get Noticed in a Noisy World by Michael Hyatt like I did. It’s a fantastic resource for advisers looking to embrace social media.
We’ve been telling advisers to embrace social media for years.
Back in 2013, Baz Gardner spoke at length about the importance of LinkedIn and how to optimise your profile to deepen client relationships.
More recently, we posted an article about social selling and how you can use LinkedIn to create genuine social connections with potential clients.
But what about Twitter, Facebook, blogging and your own website? Should you be using these? How do they fit in?
In his book, Platform: Get Noticed in a Noisy World,* Michael Hyatt shows business owners (and therefore financial advisers) how to create a ‘platform’ – or a publicly accessible stage – so they can be seen and heard at all times across multiple social media channels.
He starts with the basics like the importance of having a professional headshot, a carefully crafted elevator pitch and a socially optimised email signature before he moves on to blog content creation and attention grabbing ‘About us’ website pages and social media strategy development. In chapter 17, he explains how a good social media strategy has three components:
|Home Base||This is a digital property you own and control. It is where your loyal fans gather. It can be as simple as a blog or a web-site or as complex as a self-hosted community. Regardless, it is where you direct all Internet traffic. Why? Because this is the place where you can best sell your ideas or products. You control the borders and determine who has access.|
|Embassies||These are places you don’t own, but where you have a registered profile. In other words, you have a regular presence on someone else’s property. You engage in conversations with those who congregate there. Examples include Facebook, Twitter, LinkedIn, or even other blogs you follow. You generally need a “passport” (verified credentials) granted by the site owner to maintain residency or participate in conversations.|
|Outposts||These are places you don’t own nor do you have a regular presence. Instead, you simply listen into conversations about you, your brand, your company, or topics that interest you. For example, I have search columns in HootSuite3 that monitor mentions of both my name and my company. I also use Google Alerts4 to monitor the same information wherever it may occur on the Web.|
*Source: Hyatt, Michael (2012-05-21). Platform: Get Noticed in a Noisy World (p. 70). Thomas Nelson. Kindle Edition.
He also covers Facebook (he’s not a fan of FB for business use) and how to embrace Twitter via a step-by-step guide, which I think is really easy to follow.
According to Hyatt, you only need to spend 20 minutes per day on Twitter to get the most out of it. And you can automate the process and segment your messages by using apps such as HootSuite, Buffer and SocialOomph. Once you’ve nailed this, you can lean on Hyatt’s advice on how to get more followers such as:
- upload a decent headshot
- create an interesting bio
- use a custom about page
- make your presence visible
- share valuable content & be generous about it
- keep your posts short; and
- avoid too much promotion.
I really like this last point. Hyatt advocates a 20-to-1 rule, which he describes in detail in chapter 56:
"You have to make 20 relational deposits for every marketing withdrawal. If you keep asking people to do something – like attend your client seminar or like your Facebook page – without making an adequate deposit, they will begin ignoring you."
If I think about my own online behaviour I’m attracted to sites which are easy to navigate and read with less text and more hyperlinked pictures. The website should have also have an “About us” page if I want to know about the organisation and vision. The website should have a link to social platforms such LinkedIn, Facebook and Twitter so I can share the content with my audiences.
Given your customers, especially those who belong to the younger generations, are spoilt for choice you really can’t ignore social media any more.
Check out Adviser Advantage to access a comprehensive suite of social media resources and/or buy the book it’s really as it’s described on the cover a “step-by-step guide for anyone with something to say or sell”.