When it comes to Facebook, many professional advisers have dipped their toes in the water. You may have set up a business page, have a few clients and friends liking your page and when there are big announcements (such as interest rate or budgetary changes), you may be inclined to post an update.
Now there is nothing wrong with this strategy. It’s not going to damage your brand, and many of your clients will like your educational content. The issue is that it is the same content that everyone is posting (including the media).
Remember, Facebook is a casual and social platform where people share information about themselves to the world. This in turn allows others to get to know them better.
So keep your Facebook posts consistent with what people like to use it for. At the end of the day, Facebook is a chance for your clients and fans to see you and your company for who you really are (this really is the most unique type of content!) In many cases, this involves a mixture of professional and personal attributes. You are allowed to be funny, you can be yourself and it’s ok to show the ‘non-financial’ aspects of your personality (as well as highlighting relevant educational content as well).
Every single day, things are happening in your office which capture the spirit of your business. Charity fundraisers, good news stories and interesting photos make great stories which clients will relate to. Why not allow the world to see some of these things through your Facebook page? Not only will your clients feel closer to your business and employees, but it will showcase your human side (an important part of building connections in a relationship-based business!)
You should also be thinking about how you can make it easy, fun and worthwhile for your clients to interact with your Facebook page. Every email, phone call or meeting is an opportunity to spread your influence. There is nothing wrong with asking happy clients, subscribers, readers etc to ‘Like’ your page, but we suggest you do it in a fun and high value way.