What is the big social media mistake that advisors make?

Social media can be a gift to mortgage advisors as a tool for promoting their businesses, but they don’t always make the best use of that gift. Too many advisors waste the potential of social media by looking for the wrong things.

One of the reasons why sites like Twitter, Facebook and Instagram are popular is because the ‘likes’ you can get on them make their users feel good. If you are an advisor who has created social media accounts as a business promotion tool though, there is a limit to the value that likes have.

It is actually pretty easy to get them but if you create a viral post that is liked thousands of times and yet does not secure you any new clients, what was the point? Fleeting popularity of that sort may feel great for a few hours, but it is time wasted if it doesn’t benefit your business in any noticeable way.

Just as using the internet to complete your qualifications via an online CeMAP training company is different to browsing it in your spare time, it is important to grasp the difference between personal and business social media usage. The former is about validation, whereas the latter is about building your brand.

Think about what groups your expertise can benefit and tailor your social media posts towards those people. Use them to showcase your areas of specialist knowledge and to present a professional image to potential clients, even if that doesn’t rack up the ‘likes.’


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