Social Media for Your Business

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We often hear advisors wanting to know how to navigate the social media waters. You may be asking yourself:

  • Which platform is right for me?
  • Am I allowed to do social media?
  • What kind of content should I post?
  • How often should I post?

People today are more than inundated with some type of digital message: text, instant message, email, Facebook messages (inbox, likes, comments, oh my!), Twitter messages, Instagram likes, and the list goes on and on. Much like your website and any other communication you send out to your clients and prospects, it’s essential to make sure that your social strategy includes relevant content from a trusted source.

“Which Platform is Right for Me?”
With options like Facebook, Twitter, Instagram, Google+, etc., it’s hard to decide which platform makes the most sense for your business. According to a Pew Research Study, 35% of retirees use social media, and 56% of those use Facebook. With statistics like that, I would recommend implementing Facebook as a social media strategy for your practice; you want to be where your audience is!

“Am I Allowed to Use Social Media?”
Depending on your licensing, you may be prohibited from using social media in your practice. If you are only life insurance licensed, you are likely able to use social media without any issue. If you are securities licensed, you may have a tougher time. Be sure to check with your broker-dealer and RIA for recommendations on their social media policies.

“What Kind of Content Should I Post?”
Financial and educational content tends to work really well on social media, as it tends to be shared with friends and colleagues. Want to mix things up a bit and include content other than financial and educational sources? According to Wordstream, you should make your visuals stand out. Surprisingly, photos of animals (dogs specifically) and babies have a lot of engagement, as do short, enticing videos. Video content has been on the rise, and will only continue to grow in popularity.

“How Often Should I Post?”
Social media extends — or sometimes starts — conversations with your clients and prospects. You’ll want to find a delicate balance of posting too much versus not enough. Buffer Social has a great reference guide for posting to various social media outlets. Facebook posts should be done no more than twice a day, LinkedIn should be once per weekday (20 times/month) and Tweets should stop at a max of 3 per day before losing engagement.

If you have other questions about social media and the best way to implement it into your practice, contact your marketing manager for assistance.

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.