As social media continues to take the world by storm, advisors are increasingly under pressure to begin using social media in their own practices. Yet the advisory community has generally been slow to adopt, due both to the compliance challenges involved and a general wariness about whether prospective clients would really make a decision to trust and work with an advisor based on social media marketing.

In fact, a recent study by the Aite Group suggested that “the bloom is off the rose” when it comes to advisors adopting social media to bring in new business. Yet at the same time, a new social media trend is emerging: using social media not to develop new clients, but to better communicate and interact with existing clients. The good news is that this approach to social media potentially has far fewer compliance headaches, too, because it’s less about talking and more about listening.

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