Openshaw / McIlwain / Fross The Socially Savvy Advisor + Website

Compliant Social Media for the Financial Industry
1. Auflage 2014
ISBN: 978-1-118-95908-4
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 368 Seiten, E-Book

Reihe: Wiley Finance Editions

The social media marketing bible for the financial industry
The Socially Savvy Advisor: Compliant Social Media for theFinancial Industry is the complete guide to creating aneffective social media strategy without breaking the big rules.Written by an industry specialist Jennifer Openshaw, alongsideStuart Fross, Fidelity International's former general counsel, andAmy McIlwain, president of Financial Social Media, this book mergesmarketing basics with FINRA and SEC guidelines to help readerscreate an effective social media campaign specifically for thefinance and investing world. Contributions from industry leaders atCharles Schwab, Citibank, and others provide inside perspective andexperience so readers can tap into a new audience. With a focus oncompliance, the book clears common hurdles while dispelling mythsand outlining effective methods and techniques. Readers also gainaccess 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 solopractitioners to large asset managers, everyone's consumed by how,when, and where to use this new and powerful medium--butguidance is hard to find. The Socially Savvy Advisor coversthe entire issue, from platform, to content, to what not todo.
* Best practices in using social media for advisors andcompliance officers
* Planning for the regulators, vs. failing to plan
* Challenges with LinkedIn, Facebook, Twitter and other socialplatforms
* Elements of a good social media policy
* Managing the top issues related to marketing and businessdevelopment, engagement, and compliance
With the right plan and the proper technique, social mediamarketing can dramatically improve client outreach and retention.The Socially Savvy Advisor provides the expert insight,tools, and guidance that shape a robust, effective strategy.

Autoren/Hrsg.

Openshaw, Jennifer

McIlwain, Amy

Fross, Stuart

Inhaltsverzeichnis

Foreword xi
Acknowledgments xiii
Introduction xv
PART ONE The New Business Environment
CHAPTER 1 How Is Social Media Changing Investor Behavior? 3
CHAPTER 2 What Are Social Media's Implications for the Financial Industry? 9
CHAPTER 3 What Are the Tensions Between Social Media and Regulation? 19
CHAPTER 4 Are the Risks of Using Social Media Worth the Benefits? 25
CHAPTER 5 How Will Social Media Change Our Industry in 10 Years? 33
CHAPTER 6 What Are the Biggest Social Media Myths? 41
PART TWO The Regulatory Environment
CHAPTER 7 What Are the Top Challenges Compliance Officers Face? 49
CHAPTER 8 What Does FINRA Say about Social Media? 55
CHAPTER 9 What Does the SEC Say about Social Media? 63
CHAPTER 10 What Gets Financial Professionals into Trouble with Social Media? 71
CHAPTER 11 How Do We Create a Social Media Policy? 79
PART THREE Key Playing Fields in Social Media
CHAPTER 12 How Can We Use LinkedIn? 87
CHAPTER 13 How Can We Use Facebook? 99
CHAPTER 14 How Can We Use Twitter? 109
CHAPTER 15 How Can We Use YouTube? 119
CHAPTER 16 How Can We Use Google+? 127
CHAPTER 17 What Other Social Media Platforms Can Professionals Use? 133
PART FOUR Marketing and Business Development
CHAPTER 18 How Do We Decide Which Social Media Platforms to Use? 147
CHAPTER 19 How Do We Integrate Social Media with Overall Marketing? 153
CHAPTER 20 How Do We Measure Social Media ROI? 165
CHAPTER 21 What Types of Content Work Best? 171
CHAPTER 22 How Do We Use SEO to Reach Key Audiences? 181
CHAPTER 23 How Can We Leverage Paid Social Media Promotions? 193
CHAPTER 24 How Do We Avoid Copyright Problems? 199
CHAPTER 25 How Do We Track and Defend Our Reputation on Social Media? 203
CHAPTER 26 How Can We Use Social Media to Promote Our Events? 209
CHAPTER 27 Do We Need a Social Media Manager? 219
PART FIVE Client Servicing
CHAPTER 28 How Can Social Media Be Used to Save Time and Money in Servicing Clients? 227
CHAPTER 29 How Can We Use Social Media to Create Client Groups? 237
CHAPTER 30 How Do We Prevent Competitors from Poaching Our Clients on Social Media? 245
PART SIX Managing Social Media Compliantly
CHAPTER 31 What Are the Investor-Protection Rules as They Relate to Social Media? 251
CHAPTER 32 How Can We Comply with Making Securities Recommendations Through Social Media? 255
CHAPTER 33 How Can We Pre-Approve Content? 261
CHAPTER 34 How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising? 267
CHAPTER 35 How Can We Spot-Check Employee Behavior on Social Media? 273
CHAPTER 36 What Cybersecurity Mistakes Should Advisors Avoid? 277
CHAPTER 37 How Does the JOBS Act Impact Social Media and Hedge Funds? 287
CHAPTER 38 How Will Social Media Change the Role of the CCO in the Years Ahead? 293
APPENDIX Sample Social Media Policy 297
About the Author 343
About the Contributors 344
About the Companion Website 345
Index 346

Über Autor(innen)

JENNIFER OPENSHAW, a nationally known leader in wealthmanagement and consumer advocacy, has observed first-hand howtechnology is rapidly changing the financial industry. She hasadvised Fortune 500 firms, including Microsoft, on technology,social media, and communications, and writes a column on consumerinvesting and tech tools for MarketWatch and the LinkedInInfluencer program. She was named among the 25 Rising Stars of theInternet for her work as founder and CEO of Women's FinancialNetwork, a pioneer in serving women investors online, and latersold the business to Wall Street legend Muriel Siebert. Jenniferhas held senior positions at Bank of America, Wilshire Associates,and BankOne, and has been an executive of several social networkingplatforms geared toward investors. She has ap-peared onOprah, Dr. Phil, CNN, and Fox and speaks nationwide.She lives in Connecticut with her husband and two daughters.
Contact the author at LinkedIn/in/jenopenshaw [e-mail].
Written with:
STUART FROSS, partner, Foley & Lardner, formergeneral counsel, Fidelity International.
AMY MCILWAIN, president, Financial Social Media.