SOCIAL MEDIA IMPLEMENTATION GUIDE
How to Start Your Strategy
SM Guide
SOCIAL MEDIA IMPLEMENTATION GUIDE
Social Media is no longer an option for communicating with clients and prospects, it is expected. If you are not using social
media, questioning its value, or wondering if your efforts are getting lost in the mass of information, take a look at some of
the latest statistics from a study performed by Cogent Research and LinkedIn.
52%
Of Investors
Would Connect
With Their
Financial Advisor
If Given The
Opportunity
BRAND
PERCEPTION
Is Improved
With Active Use
Of Social Media
MORE THAN
90% Of High
Net Worth
Investors Use
Social Media
HIGH NET
WORTH
INVESTORS
ARE USING
SOCIAL MEDIA
ARE YOU?
46% Of
Investors Using
Social Media Do
Not Have A
Financial
Advisor
56.8 YEARS
The Average
Age Of The
HNW
Investor/Social
Media User
5 Million
Investors Use
Social Media To
Research Their
Financial
Decisions
The study clearly shows that financial advisors have an opportunity to connect with high net worth investors and increase
brand awareness. Presented with the adoption rates of clients and prospective clients utilizing social media, advisors are
facing their fears head on by linking social media strategies to over-all business and marketing goals.
Ironstone’s Social Media Implementation guide is the foundation to begin your social media functions, not the entire process.
Review the following guide and become acquainted with the procedures. Make notes, generate questions, and collect your
thoughts to kick off your social media process.
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SOCIAL MEDIA IMPLEMENTATION GUIDE
1. Goal Planning
Goal planning is crucial to determine the strategies you will implement for a social media plan. Begin the process by
assessing your firm’s current goals along with the marketing strategies assigned to reach each goal. Contact
Ironstone to inquire how we can support you with an in-depth social media and competitive landscape evaluation.
800.917.8020 · Info@IronstoneHQ.com
Visit Ironstone’s Website · www.ironstonehq.com
2. Social Media Implementation Process
The preliminary information you gather for the categories listed below will establish the foundation for you to
implement a strategic social media plan and/or identify gaps in your existing social media process.
Don’t want to go for it alone? Ironstone will support you as you implement your social media platform to ensure a
solid strategy. Once you have worked your way through this guide, contact us and let us know how we can help.
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Social Media Goals
Firm Marketing Plan
If your firm is utilizing social media, gather these additional documents:
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Social Media Marketing Plan
Social Media Standard Operating Procedures
Social Media Policy
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SOCIAL MEDIA IMPLEMENTATION CHECKLIST
Keep yourself on task as you go through the process of implementing social media
ACTION ITEM
PERSON(S) RESPONSIBLE
TIMELINE
INTRODUCTION TO SOCIAL MEDIA

Social Media Glossary

Introduction To Social Media
Networks

SOCIAL MEDIA GOAL PLANNING

Identify Your Firm Goals &
Social Media Goals
PROFESSIONAL SOCIAL MEDIA AUDIT

Ironstone Social Media &
Competitive Landscape Audit
SOCIAL MEDIA COMPLIANCE

Create A Social Media Policy
SOCIAL MEDIA STRATEGIC STEPS

Assign Responsibility

Identify Target Market

Demographic Mapping

Choose Social Media
Networks

Optimize by Profile Creation

Content

Editorial Calendars

Social Business Building

Track & Measure

Client Feedback
ACTION PLAN
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GOAL PLANNING
Assess the goals of your firm by completing Ironstone’s Goal Tracking Poster. Include your current marketing processes and
strategies you have established to reach each goal. Determining the overall goals of your firm is crucial in order to clarify the
strategies you will use to implement your social media plan. This provides the framework you will follow to ensure a
successful social media process.
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SOCIAL MEDIA IMPLEMENTATION PROCESS
Below is an outline of the social media implementation process to help you execute a plan, enhance and/or identify gaps in
your existing plan.
1. Social Media Terms For Advisors
The internet is a vessel for new tools and trends. New words and phrases are created for every new tool introduced.
Becoming familiar with social media lingo is key to engage with your online community. Ironstone has created a list of social
media terms to help you get started. Download Ironstone’s Social Media Terms for Advisors.
2. Assign Social Media Responsibility
Throughout the implementation of a social media plan, you may find multiple team members can contribute to the overall
success of your strategy. Determine the primary responsibilities and the key team member(s) who will own the tasks, review
frequently to stay on target, and update for future assignments.
TEAM MEMBER RESPONSIBLE
SOCIAL MEDIA STRATEGY STEPS
Primary Social Media Contact
Additional Team Members Involved In Social
Media Implementation
Other Areas Of Responsibility:
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
Define Target Market
Demographic Mapping
Identify Social Media Networks
Optimize Profile Creation
Content
Editorial Calendar
Social Business Building
Track & Measure
Client Feedback
3. Identify Target Market(s)
A target market is the group of people your firm has decided to aim its marketing efforts and ultimately your products and
services. A well-defined target market is the first element to a marketing strategy. Create a successful marketing/social media
plan by becoming familiar with all aspects of your desired audience. Describe each of the following elements within your
target market.
IDENTIFY TARGET MARKET(S)
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

NOTES
Ideal Client
Broad Target Market(s)
Niche Market(s)
New Client Requirements
Age Group & Geographical Radius
Competitor Target Market
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SOCIAL MEDIA IMPLEMENTATION PROCESS
4. Demographic Mapping
Mapping your clients, prospects, and centers of influence demographics provides you with two key answers to your social
media strategy - the social media networks that you engage and the content you need to provide. Start by mapping your top
20 clients, prospects, and centers of influence.





DEMOGRAPHIC MAPPING
Identify Your Top 20 Clients, Prospects
and COIs
What Social Media Networks Are They
Utilizing?
What Is Their Age Group?
What Is Their Niche Market?
What Are Their Needs?
NOTES
5. Optimized Profile Creation
Implementing social media and creating active online profiles benefits your firm with increased search engine optimization.
Search engines consider social media profiles as authoritative sources; presenting a simple, cost-effective method to increase
your search ranking, name recognition, and brand awareness for your firm. Identify keywords to optimize each of your social
media profiles.
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
KEY WORD EXAMPLES
Financial Advisor
Financial Planner
Retirement Planning
Wealth Management
Tax Planning
Estate Planning
Financial Planning
Investments
IDENTIFY YOUR UNIQUE KEYWORDS AND PHRASES
Get into the heads of those who will be searching for you by asking, “What
terms would others use to find me?”
6. Editorial Calendar
The core of any conversation is content whether it is in person, through social media, marketing materials, or other client
communication. Avoid feeling overwhelmed by utilizing an editorial calendar to identify content that will provide your clients
and prospects with solutions and a solid strategy for your firm. Use an editorial calendar to identify the following content
elements.
CALENDAR CONTENTS
NOTES
 What Content Will Be Published
 Frequency Of Posting & Publishing
Utilize an editorial calendar to provide you with a content guide and allow
 Target Audiences
you to have fun rather than becoming overwhelmed.
 Monthly & Weekly Themes
 Company Events
 Titles for Blogs & Research Articles
 Publishing Deadlines
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SOCIAL MEDIA IMPLEMENTATION PROCESS
7. Track & Measure
One of the most frequently asked questions is, “What is the ROI on social media?” Return on investment can be measured in
multiple ways and must be aligned with your overall business goals. Lay the measurement foundation by defining the specific
areas you want to track and realistic goals to achieve.
WHAT SHOULD I MEASURE?
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
NOTES
Activity Based Performance
Results Based Performance
Exposure
Influence
Engagement
Action/Conversion
Activity based performance measures likes, shares, and follows while
results based performance measures conversion rates.
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Copyright © 2014 Ironstone. All rights reserved.
Disclosure: We have provided this document for informational purposes only. We strongly recommend that you
consult with your compliance department prior to engaging on any social networking site.
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