{"id":47071,"date":"2021-03-16T09:42:23","date_gmt":"2021-03-16T16:42:23","guid":{"rendered":"\/us\/en\/blog\/?p=47071"},"modified":"2024-07-25T22:19:18","modified_gmt":"2024-07-26T05:19:18","slug":"investor-solicitations-via-social-media-the-new-rules-and-best-practices","status":"publish","type":"post","link":"\/us\/en\/blog\/investor-solicitations-via-social-media-the-new-rules-and-best-practices\/","title":{"rendered":"Investor solicitations via social media: The new rules and best practices"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Client testimonials have long been a great way to attract new business. However, for regulated industries such as investment advisory, that has not been the case. Until the beginning of 2021, financial advisors couldn\u2019t use testimonials in their online client communications.<\/span><\/p>\n<p><a href=\"https:\/\/www.thinkadvisor.com\/2021\/01\/28\/how-advisors-can-use-client-testimonials-under-new-sec-rule\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The SEC<\/span><\/a><span style=\"font-weight: 400;\"> released a rule that investment advisors can now post reviews as well as enable clients to share testimonials on their websites. As with any rule, there are a number of caveats:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testimonials must be fair and balanced<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clients must give consent for their review to be shared<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Information must be up-to-date and accurate<\/span><\/li>\n<\/ul>\n<h2><b>How the SEC\u2019s rule changes client communications<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Over the years, financial advisors have utilized social media in client communications at a greater and greater rate. An April 2019 survey revealed that\u00a0<\/span><a href=\"https:\/\/www.putnam.com\/advisor\/business-building\/social-media\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">83% of financial advisors<\/span><\/a><span style=\"font-weight: 400;\"> use social media for business purposes. Advisors who use social media increased the amount of assets under management significantly, seeing an increase of $15.3 million in AUM between 2018 and 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the change in the SEC rules, financial advisors can now use client testimonials in client communications posted on social media. Moreover, it is now easier to use social media to solicit client testimonials.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the following sections, we\u2019ll explore some best practices advisors can use for client solicitation and development via social media to reap the benefits of this new advertising avenue while complying with SEC requirements.<\/span><\/p>\n<h3><b>1. Make it easy to communicate via social media<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Investors have become far more comfortable with the idea of communicating with their advisors through social media. A<\/span>\u00a0<a href=\"https:\/\/www.riaintel.com\/article\/b1mp8wpyl0sv9w\/advisors-are-using-social-media-wrong-this-investor-survey-explains-how-they-can-get-it-right\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">July 2020 survey<\/span><\/a><span style=\"font-weight: 400;\"> showed that 44% of Gen Zers and 66% of Millennials feel comfortable with reading advisor communications on Facebook, while 36% of Gen Zers and 34% of Millennials find it perfectly acceptable to read client communications on Twitter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, investors have adapted to new ways of communicating with their advisors in the wake of the global health crisis. The same survey revealed that 62% of investors would either partially or entirely maintain new methods of communication (such as social media) going forward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an advisor, you can maximize the impact of client communications on social media by choosing a <a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html#investmentmanagement\" target=\"_blank\" rel=\"noopener noreferrer\">communications platform<\/a> that enables investors to easily reach you through social media chat and submit testimonials if they wish to do so. For your investors, it should be as easy as opening a chat, typing in their thoughts, and clicking \u201csend.\u201d<\/span><\/p>\n<h3><b>2. Choose the right social media platform for your investors<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s true that there are a number of social media platforms your investors might use, but not all platforms are likely to produce the same results when it comes to client solicitation. The Putnam study revealed that the social media platform of choice for acquiring new business is still LinkedIn, with 85% of advisors engaging with clients on that platform. Sixty-two percent use Facebook, 52% use Twitter, 41% use YouTube, 38% use Instagram, and 22% use Snapchat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A look at the demographics of your investors will likely help you determine which social media platforms to include in your solicitation strategies.<\/span><\/p>\n<h3><b>3. Use LinkedIn tools appropriately<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Simply using LinkedIn does not guarantee successful client acquisition. The Putnam study further surfaced some commonalities among the advisors who were successful in acquiring new clients and gaining new assets. For example, 50% of advisors used LinkedIn\u2019s direct messaging feature to connect with new prospects, and 92% of those gained assets by doing so. In addition, 48% of advisors who initiated new relationships used LinkedIn\u2019s InMail feature to reach out to out-of-network prospects. An additional 36% either hosted or participated in a LinkedIn Live session as well. Finally, a staggering 80% of advisors who initiated new relationships used one of LinkedIn\u2019s premium memberships.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-47074\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/03\/FS.jpg\" alt=\"RingCentral for financial services\" width=\"930\" height=\"620\" \/><\/p>\n<h3><b>4. Connect with clients through a secure, compliant, unified communications platform<\/b><\/h3>\n<p><a href=\"https:\/\/www.thinkadvisor.com\/2020\/10\/08\/social-media-bolsters-advisors-work-during-the-pandemic\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Three-quarters of financial advisors<\/span><\/a><span style=\"font-weight: 400;\"> rely on direct messaging for client communications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through a unified communications platform, advisors can send client communications through social media channels. The benefits are many. Clients gain the benefit of convenience and speed, which creates a better client experience. Advisors gain even more benefits from a unified communications platform:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quickly confirm document receipt or appointment scheduling on the fly<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integration with CRM systems and client logs that capture all client communications across all channels automatically<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Real-time file-sharing capabilities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Send message alerts quickly across clients<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep business and personal texts separate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">End-to-end encryption<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ability to track and retain all solicitations and recommendation conversations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A best-in-class unified communications platform should also be SOC-certified, ISO-certified, GDPR-compliant, and PPI-compliant.<\/span><\/p>\n<h3><b>RingCentral can help advisors with solicitation and client development<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s unified communications platform makes it easy for advisors to take advantage of social media for client communication and parts of the client onboarding process. To learn more about our secure, flexible platform, <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">get a demo<\/span><\/a> <span style=\"font-weight: 400;\">today.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Client testimonials have long been a great way to attract new business. However, for regulated industries such as investment advisory, that has not been the case. Until the beginning of 2021, financial advisors couldn\u2019t use testimonials in their online client communications. The SEC released a rule that investment advisors can now post reviews as well &#8230;<\/p>\n","protected":false},"author":29,"featured_media":47073,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18836],"tags":[33910,3865,33909,14742,1805],"class_list":["post-47071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services","tag-financial-advisors","tag-financial-services","tag-investment-advisory","tag-investors","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Investor solicitations via social media: The new rules and best practices | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Discover how RingCentral&#039;s unified communications platform can help advisors leverage 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