From time to time, I write about the growing relevance and importance of social media. Unfortunately, for many of you affiliated with broker-dealers, the topic has proven to be a veritable minefield of shifting internal policies and procedures. Let’s be honest – a social media policy that relies on pushing out pre-approved “canned” messages and insights that bear little to no resemblance to your unique personality, style, tone or views, is by and large doomed to fail. But just how engaged with social media are your wealthy, older clients? Is it a genuinely viable communication channel?
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