Last Tuesday saw the launch of Advisertech a new online and social media self-help platform set up by Pete Matthew MD at Jacksons Wealth.
Pete has been highly active in the social media space for around 5
years now, across a number of online channels, most notably on Twitter
and Linked In which he uses to spread not only his own opinion but also
the content of his financial education .tv site Meaningful Money. Meaningful Money
is an online information platform delivered by video and podcast that
he set up a few years ago to educate the general public about financial
services and everything they needed to know about financial products.
The channel has been a huge success, increasingly driving new business
for Jacksons and also landing Pete with industry accolades, including
the Professional Adviser Financial Education award in 2011. After 3
years of success Pete has now made the decision to share some of the
secrets of his success and believes any adviser can create the same
things as he has.
Advisertech is another education platform, but this time set up to
educate Pete’s adviser peers in creating a great online presence. A few
months ago he posted about his social media philosophy
it’s a simple personally focussed theory that seems to work incredibly
well for him, but importantly it’s a philosophy that extends into the
way he is offering up Advisertech. The interesting paragraph to note in
Pete’s post is the following ‘Now if you’re a big corporate, with
shareholders to please and lawyers to placate, you may well benefit from
some of these things [social media strategy, plan and KPIs], but this
is why most big companies suck at social.’ Although in many cases he’s
absolutely correct in reality you don’t necessarily have to adhere to
those things if you're a large corporate. After all what’s the strategy
and KPIs behind a telephone? Is it that different?
While many financial services companies sit and wait on social media activation especially
in the B2B space, the adviser community is happily looking after itself
and supporting itself just like Pete and in the meantime the providers
become more and more remote from the conversations, many of which are
about them. Surely there is real danger in not communicating on social
media rather than communicating.