The dos and don’ts of social media for financial planners

14 January 2023


Social media has become an integral part of our daily lives, and its importance in the financial planning industry cannot be overstated. However, as with any communication tool, there are right and wrong ways to use it. In this article, we’ll discuss the dos and don’ts of social media for financial planners. We’ll cover everything from creating a social media strategy to engaging with clients and building your brand. By the end, you’ll have a better understanding of how to effectively use social media to grow your business and serve your clients.

Creating a Social Media Strategy

The first step in using social media effectively as a financial planner is to create a solid strategy. This includes identifying your target audience, setting goals, and determining which social media platforms to use.


Understand your target audience and tailor your content to their interests and needs. This means studying the demographics, psychographics, and the online behavior of your ideal client. It could be informative content for the ones who are new to financial planning and more advanced for the ones who are more informed about the subject.

Set specific, measurable goals for your social media efforts. For example, setting a goal to increase your followers by a certain percentage in a specific time frame, or setting a goal to increase the number of leads generated from social media.

Research which social media platforms your target audience is most active on and focus your efforts there. Depending on your target audience, it might be more beneficial to focus on one platform over others. For example, if your target audience is primarily composed of working professionals, LinkedIn might be a better platform to focus on than TikTok.


Jump into social media without a clear plan in place. Without a strategy in place, it’s easy to become overwhelmed and not see any real results from your efforts.

Spread yourself too thin by trying to be active on every single platform. It’s better to focus on a few platforms and do them well, rather than trying to be active on every single one and not seeing results.

Building Your Brand

Social media is a great way to build your brand and establish yourself as an expert in your field. However, it’s important to be consistent and professional in your messaging and interactions.


Use your social media profiles to showcase your expertise and provide valuable information to your followers. Share your insights, knowledge and latest industry updates, This will help you establish yourself as a trusted expert in the eyes of your target audience.

Use consistent branding across all of your social media platforms. This means using the same profile picture, cover photo, and bio across all platforms, as well as using the same color scheme and imagery.

Respond to comments and messages in a timely and professional manner. Social media is a two-way street, and it’s important to engage with your followers and address any questions or concerns they may have.


Share controversial or unprofessional content on your social media profiles. This will only serve to damage your reputation and turn off potential clients.

Ignore comments or messages from your followers. This will give the impression that you don’t care about your clients and their concerns.

Be overly promotional, as it can come across as inauthentic and could turn off potential clients. Instead, focus on providing value and establishing yourself as an expert in your field.

Engaging with Clients

Social media is not just a one-way street. It’s also a great way to engage with your clients and build stronger relationships with them.


Use social media to provide timely and relevant updates to your clients. This could be updates on market performance, changes to tax laws, or other important financial news.

Engage in conversations and address any concerns or questions they may have. This could include answering questions in the comments of a post, or directly messaging clients to address any concerns they may have.

Use social media as a way to humanize yourself and your business. This means showing the personal side of your business, such as pictures of your team or office, or sharing information about your company culture. This can help clients feel more connected to you and your business, and can help to build trust and loyalty.


Share confidential or sensitive information about clients on social media. It’s important to maintain client confidentiality and not share any personal or sensitive information on social media platforms.

Be too salesy in your interactions with clients. Instead of constantly promoting your services, focus on providing value and building relationships with your clients.

Ignore or delete negative comments or reviews. Instead, address them professionally and attempt to resolve any issues. Ignoring negative feedback can damage your reputation and make it appear that you don’t care about your clients.

Promoting Your Services

While it’s important not to be overly promotional, you should still use social media to promote your services and attract new clients.


Share testimonials and reviews from current clients. This can help to build trust and credibility with potential clients.

Share information about your services, such as your areas of expertise, fees, and the benefits of working with you.

Use social media ads to reach a wider audience and attract new clients.


Share information that is not compliant with state or industry regulations. Be sure to familiarize yourself with the regulations surrounding advertising and make sure that your promotions are compliant.

Use high-pressure tactics to promote your services. This will only serve to turn off potential clients and damage your reputation.

Neglect to monitor your social media accounts and engage with clients. Even if you are promoting your services, make sure you are also engaging with your clients.


Social media can be a powerful tool for financial planners, but it’s important to use it in the right way. By following the dos and don’ts outlined in this article, you can create a solid strategy, build your brand, engage with clients, and promote your services in a professional and compliant manner. By doing so, you can use social media to grow your business and better serve your clients. As a reminder, always stay informed about the compliance in your region and industry as it keeps changing, and try to not cross the line.

Upgrade your social media with our expert-designed financial planning toolkits

Leave a Reply

Your email address will not be published. Required fields are marked *


hello @ mysocialmediatoolkit.com

© My Social Media Toolkit a division of The Financial Foundry (Pty) Ltd is built and maintained by Digital Suite