Learn the best practices to use social media effectively for your financial services PR goals. Discover how to choose platforms, create content, interact, and manage risks.

Social media can boost financial services PR by sharing insights and engaging with audiences on platforms like LinkedIn and Twitter. It's crucial to comply with regulations, maintain professionalism, and use targeted advertising effectively. Overall, a balanced approach combining informative content and effective engagement is key.

What are the best ways to use social media for financial services PR?

Social media can be a powerful tool for financial services PR, but it also comes with challenges and risks. How can you use it effectively to build trust, engage your audience, and showcase your expertise? Here are some best practices to follow.

1 Know your goals and metrics

Before you start posting, you need to have a clear idea of what you want to achieve with social media and how you will measure your success. Do you want to increase brand awareness, generate leads, educate customers, or enhance reputation? Depending on your goals, you will need to choose the right platforms, content types, and frequency of posting. You will also need to track relevant metrics, such as reach, engagement, conversions, sentiment, and referrals.

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Toni Julian Riofrio

Head of Social Media at Vilaweb
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La primera pregunta que se debe hacer cuando te planteas la posible estrategia en redes sociales para fomentar las relaciones públicas de los servicios financieros es tu público objetivo. Debes hacerte una serie de preguntas cruciales: ¿Cuál es el mensaje que quieres enviar? ¿Cuál es la audiencia objetiva a la que se quiere impactar? ¿Cuáles son los canales sobre los que va a pivotar la estrategia? -Se deben establecer unos objetivos claros y realistas. -Se deben elegir los KPI's relevantes y una vez se hayan recopilado una buena serie de datos, fijar unos OKR's realistas y que puedan ser cumplidos. El campo financiero es amplio: no es lo mismo una estrategia para las redes de un banco que para la web3 o una empresa de criptomonedas.

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2 Understand your audience and their needs

Social media is not a one-way communication channel. You need to listen to your audience and understand their pain points, preferences, and expectations. You can use tools like surveys, polls, social listening, and analytics to get insights into your audience's behavior, interests, and feedback. You can also create buyer personas and segments to tailor your messages and offers to different groups. The more you know your audience, the more you can create relevant, valuable, and personalized content for them.

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Toni Julian Riofrio

Head of Social Media at Vilaweb
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Conocer a tu audiencia es clave para el éxito de la estrategia. La clave es generar interacción entre la segmentación y la escucha activa en redes sociales. Para ello se debe hacer: -Un trabajo previo exhaustivo previo de segmentación del "Target Objetivo". También se debe tener la flexibilidad de iterar según trascurre la campaña. -Un análisis pormenorizado del comportamiento de estas audiencias ante los mensajes publicados: Una correcta interpretación de la metadata y los KPI's genera información de calidad. -Escucha social. Las redes sociales son esenciales para entender las tendencias y las reacciones en la audiencia impactada. El Social Listening proporciona Insights muy valiosos sobre la prevalencia de la estrategia y su acierto.

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3 Provide useful and engaging content

Content is the key to attracting and retaining your audience's attention on social media. You need to provide content that is useful, engaging, and credible for your financial services niche. You can use a mix of formats, such as blogs, videos, podcasts, infographics, webinars, and ebooks, to showcase your expertise, educate your audience, and solve their problems. You can also use storytelling, humor, and emotion to connect with your audience and humanize your brand. However, you need to avoid being too salesy, spammy, or misleading, as this can damage your reputation and trust.

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Sahil Sachdeva

I help Top 1% of Entrepreneurs secure Press, Podcasts, TV & Speaking Engagements!
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Social media can boost financial services PR by sharing insights and engaging with audiences on platforms like LinkedIn and Twitter. It's crucial to comply with regulations, maintain professionalism, and use targeted advertising effectively. Overall, a balanced approach combining informative content and effective engagement is key.

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Toni Julian Riofrio

Head of Social Media at Vilaweb
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El contenido es el Rey, una vez más. Generar contenido útil y valioso para la audiencia, no solo va a generar reputación a la compañía por el "expertise" mostrado, sino que va a hacer que los algoritmos consideren el contenido de calidad, y lo categoricen mejor. Las preguntas son: ¿Cuál es nuestro nicho y cuál es la audiencia a la que va dirigida? ¿Es movilizar lo que queremos o es que una decisión sea tomada? La campaña propuesta es de RR.PP. y no una campaña dedicada a la venta (productos financieros estándar, criptomonedas). Hay que evitar la comunicación comercial. La campaña debe centrarse en: -Los valores y atributos del servicio financiero. -El "expertise" como clave de la confianza. -El "Awareness" y la reputación como objetivos.

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4 Interact with your audience and influencers

Social media is also a great opportunity to interact with your audience and build relationships with them. You can use features like comments, likes, shares, mentions, and direct messages to respond to questions, feedback, complaints, and compliments. You can also encourage user-generated content, such as testimonials, reviews, case studies, and stories, to showcase your customer satisfaction and loyalty. Additionally, you can collaborate with influencers, such as bloggers, journalists, analysts, and experts, who can amplify your reach, credibility, and authority in your industry.

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5 Monitor and manage your reputation and risks

Social media can also pose some risks and challenges for financial services PR, such as negative reviews, misinformation, regulatory compliance, and cyberattacks. You need to monitor and manage your reputation and risks on social media proactively and reactively. You can use tools like alerts, dashboards, and reports to keep an eye on what is being said about your brand, products, services, and competitors. You can also use policies, guidelines, and training to ensure that your employees and partners follow the best practices and ethical standards on social media. Moreover, you can use crisis management plans, protocols, and teams to handle any potential issues or incidents that may arise on social media.

Social media can be a valuable asset for financial services PR, but it requires strategy, planning, and execution. By following these best practices, you can use social media to enhance your PR goals and outcomes.

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Toni Julian Riofrio

Head of Social Media at Vilaweb
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En Relaciones Públicas, la gestión de la reputación es la clave, y no nos engañemos, los proveedores de servicios financieros no gozan de la mejor fama en las redes. Para ello se necesita monitorear las redes sociales, cuantitativa y cualitativamente. Se deben encuadrar todas las menciones y asignarles valor y un sentimiento. La foto será mucho más precisa sobre la evolución de la reputación de la compañía para la que trabajas. Contratar una buena herramienta de monitoreo en redes es clave. Debe ofrecer el etiquetado de las menciones. En la reputación, la idiosincrasia del "Target" es secundaria: Si tu compañía goza de una mala fama en redes, será difícil convencer al Stakeholder relacionado, que tome la decisión que más te favorezca.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Toni Julian Riofrio

Head of Social Media at Vilaweb
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Se trata de utilizar algo que es generalista (como son las redes sociales) para algo que tiende a acotar mucho su "target objetivo", como son las campañas de Relaciones Públicas. Si añadimos a eso la naturaleza del producto (financiero) a promocionar, el desafío es fascinante. Es clave el objetivo: ¿es pura movilización ("Awareness"), existe la necesidad de obtener "Leads" o es la "decisión final" el objetivo? Debemos determinar el "Target": ¿Los "Stakeholders" son entes regulatorios o nos dirigimos al público en general? -Debemos plantear la estrategia sobre la base de estas dos cuestiones. -Por último, debemos monitorizar la reputación en redes, porque una crisis de credibilidad dificulta mucho cualquier campaña de relaciones públicas.

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What are the best ways to use social media for financial services PR?

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2

3

4

5

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1 Know your goals and metrics

2 Understand your audience and their needs

3 Provide useful and engaging content

4 Interact with your audience and influencers

5 Monitor and manage your reputation and risks

6 Here’s what else to consider

Public Relations

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What are the best ways to use social media for financial services PR?

1

2

3

4

5

6

1 Know your goals and metrics

2 Understand your audience and their needs

3 Provide useful and engaging content

4 Interact with your audience and influencers

5 Monitor and manage your reputation and risks

6 Here’s what else to consider

Public Relations

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