Tuning-In to Your Clients on Social

Social Listening

Earlier this month I presented a social media session at our national client conference. During the Q&A, I was asked what I think advisors get wrong when it comes to social. My answer: They may do a lot of posting, but are they listening as well?

One of our advisor clients raised his hand and asked how to listen to his clients on social when they aren’t very active.  He went on to explain that he doesn’t see his clients actively posting on LinkedIn. A light bulb went off in my head; he needs to channel surf a bit.

Listening to the wrong channel

When is the last time you shared content on LinkedIn? Was it something personal? Something sharable? Chances are the answer is no.  And guess what? Your clients aren’t posting on LinkedIn either. They are too busy on Facebook, Twitter, Insta, Pinterest, etc.  They are talking about their life events, and sharing pictures of their graduating children, grandchildren and their retirement parties. Are you there to hear/see it?

1-9-90 Rule

Listening isn’t passive

If you don’t see your clients posting on Facebook, you shouldn’t assume they’re not socially active.

Consider the 1-9-90 rule of social media:  1% of those on social media are influencers who actively create content; 9% are advocates who comment and add their own perspective to the content put out by the 1%; 90% are consumers of what the 1% and 9% churn out. To be clear, just because your clients aren’t posting doesn’t mean they aren’t consuming, liking, and sharing your content.  Affectionately referred to as lurkers, these folks are active, very active, in fact (especially the “silver surfer” Boomers). Is your content in front of them to consume?

Tuning-in to your clients on social Click To Tweet

Stalking vs. Listening

Another concern raised in that session:  “stalking” clients on social media.  Just the concept is a little creepy to those that aren’t as socially comfortable with prospecting.  But here’s the thing – you don’t need to “stalk” if you are already connected to your clients.

On Facebook, you can have a company page that  your clients can like and follow, as well as a personal Facebook page so you can connect individually to clients. Make use of the great Facebook List feature. Within your personal account, you can create lists for only your clients, and you can limit which of your posts your clients see by using this list filter. But the other great benefit to these lists is you can also view posts with this filter to see only your clients’ activities and updates.

To set up a client-only list in Facebook:

  1. Click Friend Lists under Explore on the left side of your News Feed.
  2. Click Create List.
  3. Enter a name for your list and the names of friends you’d like to add.
  4. Click Create.

Now when you only want to see what your clients are up to, you can click on that Friend List under Explore, and you will see a feed of only those that are on that list. You can post updates to only those on the list from that same area, and you can also add or delete new clients as needed.

You can also do the same in Twitter, by the way. And the best part about lists in Twitter? You don’t have to be connected to them to add them to a list. This could be a great way to keep up on what your competitors are doing without them knowing (okay, this tip is a little “stalker-y”). Just make sure you save your list as “private”.

A final pro tip

Even though our yearly national conference is a learning forum for our clients, I never come home empty handed when it comes to furthering my education. This year’s great idea came out of my very own session. My co-presenter Matt Halloran from Top Advisor Marketing suggested that advisors should set up Google alerts for their top 10-15 clients. What a fantastic “set-it-and-forget-it” way to stay up- to-date on news about your clients. Let Google do the listening for you!

Matt Halloran and Top Advisor Marketing are not affiliated with SEI or its subsidiaries.

Please check with your legal and compliance department before implementing any of these suggestions.

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Heather Wilson

Heather Wilson

Heather Wilson is the social media contributor for Practically Speaking and social media manager within the SEI Advisor Network.

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