10 mistakes advisers make on social media

Social media is a powerful tool for advisers, offering opportunities to engage with clients, build credibility, remain visible and grow.

However, some struggle to fully leverage its potential due to a small number of common mistakes.

Understanding these pitfalls and implementing corrections can turn social media from a missed opportunity into a business asset.

Here are 10 things to consider.

1 Not having a clear strategy

Mistake: Many advisers dive into social media without a defined strategy. They post sporadically, with no clear objectives or understanding of their target audience. This approach often results in inconsistent branding and low engagement. 

Correction: Develop a social media strategy that aligns with your business goals. Identify your target audience and tailor your content to address their needs and interests. Set specific objectives, such as increasing brand awareness, generating leads, or enhancing client engagement, and track progress using key performance indicators (KPIs).

Tip: For someone starting out, creating a strategy can be daunting, so don’t over-complicate it, it can be as simple as increasing brand visibility amongst existing clients by providing financial education content and continue to build the strategy thereafter (but don’t neglect pursuing that second layer of the strategy). 

2 Overlooking professionalism

Mistake: Some advisers share sporadically themed content or update irregularly leaving outdated timelines, damaging their credibility. Others use overly casual language or fail to proofread their posts, leading to errors.

Correction: Treat your social media presence as an extension of your professional brand. Use a tone and style that reflects your expertise while remaining approachable. Always proofread posts before publishing, and avoid controversial topics or arguments that could alienate your audience.

Tip: Where you can, get a second pair of eyes to review the content before release, it could be a family member, friend or another individual within your business. 

3 Neglecting compliance requirements

Mistake: Failing to adhere to regulatory guidelines is a common and costly error. Advisers may unintentionally make unsubstantiated claims, post without consent or add calls to action without the appropriate disclosure wording.

Correction: Familiarise yourself with the regulations set by the FCA/ASA/Ofcom. Ensure all posts are fair, clear, and not misleading. Avoid discussing specific client cases or sharing sensitive information and keep a record of all social media activity for compliance purposes.

Tip: If this is your biggest concern, outsource to a trusted partner to start with who understands compliance and network rules. The worst thing you can do is allow this to be the reason not to start.

4 Inconsistent posting

Mistake: Irregular posting creates gaps in visibility and engagement. Many advisers struggle to maintain a consistent presence due to time constraints or lack of content ideas.

Correction: Create a content calendar to plan and schedule posts in advance. Use social media management tools like Hootsuite or Buffer to automate posting and maintain consistency. Aim to post regularly but prioritise quality over quantity to ensure your content adds value.

Tip: Take two hours out to potentially create 24 pieces of content and schedule this, that provides you with three months’ worth of content at two posts per week. 

5 Ignoring analytics

Mistake: Many advisers fail to analyse their social media performance, missing opportunities to improve their strategies. They may not know which types of content resonate most with their audience or which platforms drive the best results.

Correction: Leverage analytics tools provided by social media platforms to track engagement, reach, and conversions. Identify patterns and insights, such as the best times to post or the types of content that generate the most interaction. Use this data to refine your strategy and maximise your return on investment.

Tip: If you are starting out, the major platforms openly share ‘best time to post’ data, start with this. 

6 Focusing solely on selling

Mistake: Constantly promoting products or services can alienate your audience. Clients may view such posts as self-serving and disengage.

Correction: Adopt a balanced approach by sharing a mix of service, educational, and celebratory content. Offer value through informative posts, trends, and practical tips. Highlight success stories or client testimonials to build trust without coming across as overly sales-focused.

7 Not engaging with the audience

Mistake: Some advisers treat social media as a one-way communication channel, failing to interact with their audience. Ignoring comments, messages, or questions can create a perception of indifference.

Correction: Actively engage with your audience by responding to comments, answering questions, and acknowledging feedback. Show appreciation for positive reviews and address concerns professionally. Building meaningful interactions fosters trust and strengthens client relationships.

8 Having outdated or incomplete profiles

Mistake: Incomplete or outdated profiles can make advisers appear unprofessional or disengaged. Clients may struggle to find accurate contact information or up-to-date details about your services.

Correction: Regularly review and update your profiles on all platforms. Ensure your contact information, services, and branding are consistent and current. Use professional photos and write compelling bios that highlight your expertise and value proposition.

Tip: If you know your current profile is outdated or incomplete, consider hiding it for now until you are ready.

9 Ignoring video content

Mistake: Many advisers overlook video content despite its growing popularity and effectiveness. They stick to text only posts, missing out on opportunities to connect with audiences visually.

Correction: Incorporate video content into your social media strategy. Create short, engaging videos to explain complex topics, share client success stories, or offer tips. Use tools like captions to make videos accessible and optimise them for mobile viewing.

Tip: If you are not comfortable recording yourself (yet), use provider videos and animations to start but don’t overlook the immense value of real life explainer videos. 

10 DIY or outsource

The above suggestions will help you put your best foot forward when engaging with social media or adapting your current approach. However, if its not a priority or within your comfort zone, outsourcing to a trusted partner shouldn’t be neglected and is often the best call to make rather than doing nothing. 

Setul Mehta is founder of SM Advice, director of ILAG and ambassador of Women in Protection