In my work with financial advisors and firms, I have learned that one of the biggest obstacles to engaging in social media is knowing what to share on social networks.

You’ve built your social media profiles and they look fantastic. Now what? I’m going to help you get unstuck and give you some recommendations for what to do next.

It’s important to be strategic about your social media sharing and map out a plan that is consistent with your goals. For example, if your goal is to attract physicians into your practice, you should be optimizing your social media sharing with content that is relevant to physicians.

Unfortunately most of the turnkey (what I call “plug and play”) social media programs available for financial advisors are not customized to you, your practice, or your location. You may save time and money with a plug and play content sharing program, but at the end of the day you’re going to get what you pay for. Sharing canned, generic financial content is not going to generate quality leads that are relevant to your practice. It may fill some space in your social streams, but it won’t get you quality results.

In order to optimize your social media sharing to attract the exact client relationships you want, what you share should emphasize your target demographic, topics that are relevant to that demographic, and your geographical location whenever possible.