A Big Hole in Twitter’s Value to Financial Advisors

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What’s the TRUE value of using Twitter? In my research and experience, the value of using Twitter boils down to three things:

– Information
– Connection
– Customization

To simplify a complex proposition, Twitter provides value by giving users (1) on-demand access to real-time, concise information and (2) a means to connect with people across continents, generations and industries. The customizable experience (point 3) is really powered by two things: ‘Follows’ and hashtags.

Twitter users hand-select the accounts they wish to ‘Follow’ and, in doing so, customize the information they see and the list of connections they wish to foster.

Hashtags bring customization to the Twitter experience by categorizing content and making it readily accessible to groups of like-minded people. Hashtags (#LikeThis) are used to mark keywords or topics in a tweet and, thus, provide a means for sharing meaningful information about said category.

For example, blog writers can go to Twitter, search “#blogging” and immediately get access to real-time information that other users have shared about the topic. This is what the search yields.

Okay, great. Now what about Financial Advisors?

Think about it. What #hashtag do you use when sharing or searching for information about improving/optimizing/scaling/growing your advisory business? #financialadvisors? #RIAs? #advisor? These hashtags exist, yes, but aren’t delivering great value.

Having monitored these hashtags for a while, I’ve found they are relatively low quality and/or low quantity compared with hashtags for other industries. They’re often swarmed by company ads, fake accounts, unrelated content, or month-old tweets.

Financial advisors are starved of valuable hashtags.

It begs the question: How do advisors on Twitter come together as like-minded professionals to connect and share valuable information? I guess they aren’t, really. They’re most likely limited to content from the users they “Follow”. A marketer by trade, I’m saddended. #MissedOpportunity

Without group hashtags, information is hidden and connections are slow to make. Innovation and collaboration are stunted. This. is. a. problem.

So, what’s the fix?

Implementing a solution requires #hashtag participation from the collective group. Without a community who shares content on a hashtag, there’s no hashtag community.

But I’m not here to identify an issue within our community and walk away. I have a actionable solution. And it’s already started.


It’s simple, really. We need a group hashtag, and our Blueleaf community can lead the way with #Blueleafing.

Our team at Blueleaf aims to:

– provide simple solutions to overwhelming problems
– rethink day-to-day advisor activities and alter them to reduce friction and add scalability
– enable on-demand (and easy) access to the information advisors need to provide comprehensive advice

We primarily focus these efforts on the Blueleaf product itself – drastically simplified account aggregation technology paired with an intuitive client portalbut Blueleaf isn’t just a noun. It’s also becoming a verb.

Simplification, collaboration, innovation. If you’re working toward (or tweeting about) any of these things, you’re Blueleafing.

All are welcome to join the conversation

#Blueleafing is not limited to advisors associated with Blueleaf. Go ahead and use #Blueleafing to …

– Instantly connect with like-minded Financial Advisors
– Monitor ‘hot topics’ in the industry
– Pose a question, or Ask for peer feedback
– Share interesting articles with the group
– Ask any Blueleaf-product questions
– Share something awesome that happens during your Blueleaf free trial
– (For users) Announce the moment you attract new prospects with the tool
– Etc, etc…

See you out there!

P.S. If you’d like an intro to “hashtags”, check out this article on Twitter’s Help Center.
Photo credit: Flickr user ‘Pong
Carolyn is Blueleaf’s in-house marketing guru. She writes on The Blueleaf Blog to make advisors’ lives easier, offering practice management and client engagement tips where and when they’re useful. Outside of the Blueleaf offices, she can be found running a 10k or cooking her famous chili. Chat LIVE with Carolyn on Twitter @BlueleafAdvisor!
  • H. Jude Boudreaux, CFP® January 14, 2014, 12:20 am

    Interesting idea, will have to give it a try! Hope y’all get some good traffic from the new tag.

    • Carolyn McRae January 14, 2014, 1:32 am

      Thanks, Jude. Look forward to see you over at #Blueleafing!