Why social media in financial services?

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Take it away Melissa!

The question I get most as a social media evangelist in the insurance industry is, “Why would anyone care about insurance and financial services on [Twitter/Facebook/LinkedIn/etc.]?”

 It’s not that different from the question financial services professionals face when considering the more traditional forms of marketing—how do I advertise effectively? How do I make people care about Roth IRAs and disability insurance?

 Financial services is not exactly a sexy field (though one website sure seems to think insurance is). The products we provide are not always easy to understand and don’t typically lend themselves to catchy jingles. So naturally, when it comes to social media, it sure seems like an easier tool to use for more tangible, consumer-y products out there, and not for us.

 Here’s the bottom line: Your clients are already using social media. They are already talking about financial topics and may even betalking about you. There are is a huge community of finance professionals out there.

 Social media also makes you more relatable. Though it’s important to still maintain professionalism, the vibe of a blog or Twitter feed is just more down-to-earth. It screams, “Hey, I get you and understand your needs.” It’s also great practice for “translating” your products into non-jargon filled English—140 characters makes simplicity a must and benefits clients.

 Getting involved in social media means that you will be easily accessible. Think about this—the way ay millennial brain is hardwired, if I go to a company website and it sucks, I’m gone. If I go to a company website and see links to a Facebook and Twitter account, I’m impressed. Creating a presence for your business means people can talk you up, which is vital, since a growing number of people are using their social media connections through social media to seek financial advice.

 So take a chance, dive right in and see what it’s all about. And if you already have a presence, please share: How are you using social media in your business? What challenges have you faced?

Melissa is a communications devotee, insurance aficionado and all around nice gal. She spends her days thinking up marketing and public relations ideas for the insurance industry, nights doing freelance work and weekends saving the world. Make sure you check out her stuff at http://insuranceinenglish.wordpress.com/

Comments

[Melissa Cibelli]

I would have to say, this is your best post yet. But then again, I may be biased. :)

[Nunzio Bruno]

No no, I can't argue with your eye for quality that's for sure :)