The Most Common Social Media Mistakes Financial and Insurance Advisors Should Avoid: Part 2

The Most Common Social Media Mistakes Financial and Insurance Advisors Should Avoid: Part 2

We often cover things you should include in your social media strategy such as tips, tricks and trends. But, what about the things that you shouldn’t be doing on Social Media? In Part 1 of the most common Social Media Mistakes by Advisors, we covered off the following tactics to avoid in your Social Media strategy:

  1. Failing to have a plan or strategy
  2. Inconsistency in your content themes
  3. Using too many social media platforms
  4. Expecting instant results
  5. Pushing Product or Services

In Part 2, we will cover off 5 more Social Media mistakes to avoid:

6. Neglecting to post regularly

How many times do you see a company create a social network but they haven’t posted in weeks or months? It is important that you post on a regular basis. When you do so, your audience becomes attuned to the fact that you regularly share content and if the content you post and share is useful, they will increase their levels of engagement with you. Moreover, and as mentioned in Part 1, there is nothing worse then going to a Twitter page or blog and the last post is from more than a year ago. It can reflect negatively on your business and your credibility.

7. Forgetting to share others content

The one key element of Social media to note is that Social Media isn’t just media. What do I mean? Well, an example of media could be a newspaper or a website. Many advisors and business owners forget the social element of social media. Sharing, liking and commenting on the content of others is another way to build your audience and is one of the easiest ways to create engagement.

8. Not capturing leads

Many Advisors forget that Social Media is not only about engagement and sharing content but also about lead generation. Be sure to have a mechanism on your website to convert your visitors. If you succeed in sending visitors to your website from Social Media, they are indicating a level of trust with you that’s enough for them to click on a link to go to your website. Examples of ways to capture their information would be to have a newsletter sign up, contact form or a way for them to download a useful e-book or report in exchange for their contact information.

Social Media is a very cost-efficient alternative to expensive marketing strategies that can be used to capture leads.

9. Not using plain-language

Use simple, everyday words. I often use the “grand mother” test where I ask myself if the sentence I just wrote could be understood by my grandmother. Using plain spoken language will also have a higher chance of engagement from your audience since it can speak to them.

10. Waiting for an Invitation

Being proactive on social platforms is another great way to accelerate your ROI. Imagine if you went to a cocktail party or a networking event and stood at the back without ever engaging someone in a conversation. You’re not likely to have very many conversations by taking that approach. Similarly, in social media, not having a voice or proactively engaging in conversation has the same effect. Sending messages, sharing content and being inquisitive about your audience’s problems can help you identify different messaging strategies that help you connect with them.


What is your greatest challenge in using Social Media for your business?