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A short course of lectures
«The socially savvy advisor»





RECURRING PROBLEMS IN SEC EXAMINATIONSFINANCIAL ADVISORY WORLD IN FLUXCLUES TO TIP YOU OFF TO POACHERSPINTERESTHow Can We Use Facebook?LEAVING ON GOOD TERMS – AND GETTING YOUR CLIENT BACK?FOUR FACTS TO KNOWTWO CONVERSATION TOPICS THAT ADVISORS MUST FILEPROMOTING YOUR EVENTS VIA SOCIAL MEDIAHow Can We Use Google+?FIVE THINGS ADVISORS SHOULD KNOW WHEN MAKING RECOMMENDATIONSEIGHT PREDICTIONS FOR THE NEXT DECADETHE TROUBLE WITH RECOMMENDATIONSREMEMBER: THERE'S RISKDRAWING LINES BETWEEN BUSINESS AND PERSONALAbout the ContributorsDo We Need a Social Media Manager?Three: Key Playing Fields in Social MediaWHAT DOES THIS MEAN FOR THE INDUSTRY, CEOs, CCOs, AND MARKETERS?SO WHAT DOES A SOCIAL MEDIA MANAGER DO?FIVE CONVERSATIONS THAT DON'T REQUIRE FILINGAPPROACHES TO PRE-APPROVED CONTENTWhat Are the Top Challenges Compliance Officers Face?THE NEW MODEL: GETTING YOUR FIRM REHIND A SOCIAL MEDIA PROGRAMSLIDESHARETHE THREE "Ss" OF A SOCIAL MEDIA POLICY THE RISKS OF PRE-APPROVING CONTENTWhat Are the Tensions Between Social Media and Regulation?WHAT CCOs SHOULD KNOWFor LinkedInAPPENDIX: Sample Social Media PolicyFOUR SERVICES THAT DRAW SEC ATTENTIONAN ADVISOR'S RESPONSIBILITY FOR BLOG RECOMMENDATIONSHow Can We Use Twiner?THE BENEFITS OF CONTENT MARKETINGBuild Your NetworkHow Can We Comply with Making Securities Recommendations Through Social Media?THREE AREAS OF CHANGE FOR CCOsSTEPS TOWARD STARTING YOUR PAID SOCIAL MEDIA CAMPAIGNDEFINING SUCCESS WITH ROI AND KPIHow Do We Measure Social Media ROI?Why Would I Use SlideShare for Financial Services?SOME FINAL THOUGHTSHow Can We Pre-Approve Content?HATING THE LIKE BUTTONHow Can I Use Skype for Financial Services?A SMALL ADVISOR AND HIS BIG-TIME MARKETING PLANWHAT INVESTORS REALLY WANT: FIND THEIR ADVISORS ON SOCIAL MEDIACreate a LinkedIn Company Page for Your BusinessWHAT REGULATORS COULD DO TO MAKE SOCIAL MEDIA EASIERHow Can We Spot-Check Employee Behavior on Social Media?HOW DO I KNOW IF I SHOULD HIRE SOMEONE TO MANAGE MY SOCIAL MEDIA?SOCIAL MEDIA'S SHIFTING WINDS IN FINANCIAL ADVISORYFour: Marketing and Business DevelopmentAbout the AuthorRecordkeeping and AdvertisingWHO WANTS TO BUY A PLACEMENT?A CHANGING ROLE FOR CCOsTHREE REASONS WHY ADVISORS FEEL REGULATORS MAKE SOCIAL MEDIA DIFFICULTFOUR WAYS TO MANAGE SOCIAL MEDIA RISKWHAT FINRA AND THE SEC SAYA 10-YEAR LOOK: HOW THE FINANCIAL INDUSTRY WILL CHANGETHE PROBLEMATIC ENDORSE FUNCTIONINFLUENCERS: A NEW MINDSETFIVE POLICY ELEMENTS THE SEC LIKES TO SEE * 1OVERSEEING WHAT'S SAID ON SOCIAL MEDIARAYMOND JAMES' SOCIAL EVOLUTIONA CASE: CHOOSING THE RIGHT PLATFORMSNOT HIP TO HACKERS? THREE RISKS FOR ADVISORSWHAT'S DRIVING THE SHIFT AWAY FROM PRE-APPROVED CONTENT?THREE QUESTIONS TO ASK . . . AND IT ALL STARTS WITH COMPLIANCEA RISING TIDE OF COSTSReputation ImpactINVESTORS ARE DEMANDING MORE WITH TRANSPARENCY AND REAL-TIME ACCESSREMEMBER THE GROUND RULESHow Do We Avoid Copyright Problems?CHOOSING YOUR CONTENT: STATIC VERSUS INTERACTIVEWHEN TO CALL FOR HELPWhat Cybersecurity Mistakes Should Advisors Avoid?THREE WAYS TO PROTECT YOURSELF FROM POACHINGEIGHT WAYS FINANCIAL PROFESSIONALS ARE OSING VIDEOTESTING FOR TESTIMONIALSTHREE NEW AREAS OF FINRA GUIDANCEKEY METHODS TO MANAGE AND ENHANCE YOUR WEB PRESENCEA TECH UPGRADE FOR PRIVATE INVESTMENTNEW CYBERSECURITY INITIATIVEWHEN TO HIRE HELPFIVE KEYS TO BUILDING SEO-FRIENDLY CONTENTMillennial Hiring RiskBEST PRACTICES WITH GROUPSA CLOSER LOOK AT THE RISKSWhat Gets Financial Professionals into Trouble with Social Media?How Can We Use LinkedIn?FIVE KEY STEPS TO SETTING UP CLIENT SERVICING ON SOCIAL MEDIAKEYS TO HANDLING BAD CONTENTHow Do We Integrate Social Media with Overall Marketing?How Can We Use YouTube?A LOOSER INTERPRETATIONHOW TO FIND INFLUENCERSFIVE WAYS TO GIVE SOCIAL MEDIA LEGS TO YOUR MARKETING EFFORTSWhat Does FINRA Say about Social Media?THREE STRATEGIES TO MEASURING YOUR SOCIAL MEDIA ROITWITTER IN FINANCIAL SERVICESSIX STEPS TO SUCCESSFUL CONTENT MARKETINGMULTIPLE OFFICES? HOW A FIRM OR ADVISOR CAN REACH LOCALLY VIA SEOTHE REAL BARRIER: REGULATORS OR INDUSTRY?What Are Social Media's Implications for the Financial Industry?How Is Social Media Changing Investor Behavior?FIVE STEPS TO CREATING SOCIAL MEDIA GROOPSSIX STEPS TO GETTING STARTED WITH VIDEOWHAT SHOULD ADVISORS OR ASSET MANAGEMENT FIRMS LOOK FOR IN A GOOD SOCIAL MEDIA MANAGER?How Do We Use SEO to Reach Key Audiences?A DEFENSE: POLICIES IN PLACETOP MISTAKES THE FINANCIAL INDUSTRY MAKESTHE REGULATORS ARE SEARCHING ON SOCIAL MEDIAWHY PAID PROMOTIONS MAY BE BENEFICIALWHAT CRIMINALS GAIN AND CONSUMERS LOSETHREE CLARIFICATIONS ON EARLIER GUIDANCEHow Will Social Media Change Our Industry in 10 Years?THREE STEPS TO CHOOSING THE RIGHT SOCIAL MEDIA PLATFORMSTHE FUTURE OF CYBERSECURITYHow Do We Decide Which Social Media Platforms to Use?NETWORK-SPECIFIC ADVICEFor TwitterTHREE STEPS TO GETTING STARTED ON LINKEDINFOUR OBSTACLES TO GREATER SOCIAL MEDIA ENGAGEMENTPUTNAM RETAIL: ASSET MANAGER MOVING FROM TRADITIONAL TO DIGITAL MEDIAAre the Risks of Using Social Media Worth the Benefits?WHAT THE FUTURE HOLUSHow Will Social Media Change the Role of the CCO in the Years Ahead?STANDARDS FOR USING PHOTOS AND GRAPHICSSEVEN NEW GUIDELINES THAT CCOs SHOULD KNOWOne: The New Business EnvironmentSEVEN WAYS TO START ON FACEBOOKFor FacebookSIX TIPS FOR STAYING COMPLIANT ON YOUTUBESKYPEWhat Are the Investor-Protection Rules as They Relate to Social Media?AcknowledgmentsHow Can I Use Instagram in Financial Services?CASE STUDY: MATSON MONEYHOW INVESTORS ARE GETTING SOCIALCHARTER 6. What Are the Biggest Social Media Myths?Five: Client ServicingHow Can We Leverage Paid Social Media Promotions?FIVE STEPS TO STARTING YOUR POLICYOVERCOMING CHALLENGES IN THE FINANCIAL INDUSTRYWHY IS LIIMKEDIIM DIFFERENT FROM OTHER SOCIAL NETWORKS?Two: The Regulatory EnvironmentWHAT NOT TO TWEETHow Do We Track and Defend Our Reputation on Social Media?How Can I Use Pinterest For Financial Services?IMPLICATIONS FOR ADVISORS AND ORGANIZATIONSHOW CAN ADVISORS AND ASSET MANAGERS FURTHER BENEFIT FROM HIRING A SOCIAL MEDIA MANAGER?IT'S NOT JUST ABOUT TEXTHow Do We Create a Social Media Policy?Six: Managing Social Media CompliantlyBUSINESS USE OF PERSONAL WEBSITESFIVE KEY CCO CHALLENGESDUKIIMG IT OUT IN THE SOCIAL WORLDTHE CHALLENGES OF UNIFYING SOCIAL MEDIA WITH OVERALL MARKETINGWHAT TO TWEETFIRST, WHAT EXACTLY IS LIIUKEDIIU?What Other Social Media Platforms Can Professionals Use?CAN SOCIAL CARE HELP YOU SAVE TIME AND MONEY?TWO APPROACHES TO INCORPORATING SOCIAL MEDIA INTO MARKETINGHow Can I Use Vine for Financial Services?SITTING OUT THE GAME?SCHWAB: A CLOSER LOOKKEY MOVES TO WARD OFF RISKSOptimize Your LinkedIn ProfileTHREE SOCIAL MEDIA ELEMENTS OF MARKETINGWhat Does the SEC Say about Social Media?THE BIGGEST MARKETING MISUNDERSTANDING ABOUT SOCIAL MEDIAForewordHOW TO GET STARTED WITH TWITTERGET READY: MORE CHANGE IS COMINGVINEWhat Types of Content Work Best?MASTERING THE RULES OF FAIR USEHow Does the JOBS Act Impact Social Media and Hedge Funds?A NEXT STEP: EDUCATIONHow Can We Use Social Media to Promote Our Events?How Can We Comply with Rules Related to Testimonials, Endorsements, and Advertising?A STEPPING STONE: THE PROS OF PRE-APPROVINGCREATE A SHAREABLE STORYFOUR SOCIAL MEDIA RISKS AND SOLUTIONSA FIIMRA SWEEP OF ADVISOR PRACTICESA CASE STUDY: HERON FINANCIAL GROUPPARTY VENUES: LINKEDIN, FACEBOOK, TWITTERINSTAGRAMSocial EnduranceAbout the Companion WebsiteHow Do We Prevent Competitors from Poaching Our Clients on Social Media?OTHER SOCIAL MEDIA PROTECTION TIPSSOLVING THE SUITABILITY PROBLEM IN SOCIAL MEDIAHow Can We Use Social Media to Create Client Groups?THREE WAYS SEO IS CHANGING RIGHT NOW
 
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