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D. Bruce Johnston

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Twitter’s Tweets Give Traders a TweEDGE

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But Most Missing the Power of Twitter’s Five “C’s”

By: D. Bruce Johnston, President & CEO

 

Increasingly traders, financial advisors, investors and even farmers, are turning to twitter as a new up-to-the-tweet source of breaking market news, market sentiment and planting guidance.  Not to mention the ease of connecting with other financial advisors and traders.

The infatuation with twitters speed and ease of use may have caused some to overlook the vast power of twitter’s five “C’s” – content, context, communication, compliance, and connectivity.

This is not a new phenomenon as a January 2009 article identifies 40 Traders To Follow On Twitter. Wefollow, a directory of people organized into categories, has created a directory of Trading Twitter Firms/Users that numbers 1,322 firms with the top 25 claiming well over 1,000,000 followers.

@AdvisorTweets is a Twitter site dedicated to “What are U.S.-based financial advisors, including certified financial planners (CFPs) and RIAs, thinking?” In 140-characters or less the 573 members of this site exchange ideas instantaneously.

What’s obvious is today’s wired world is about content.  The very audience being targeted by traders and advisors has a voracious appetite for content.

Social media content in and of it’s self is content.  Social media content when put into context is extremely valuable.   Social media content put into context and aggregated creates a competitive advantage that can power your brand to the next level and beyond.

What traders and advisors are missing is that to be active, to be heard, to be found, to be a thought leader doesn’t mean you have to create all the content by yourself – that’s where twitter comes in.

How then can traders and advisors leverage the content twitter delivers throughout the day, put it into context, aggregate it and deliver it to their clients in their own voice?

The first step is to get a copy of Twitter’s new guide “Twitter for Newsrooms”.   The guide, titled “Twitter for Newsrooms,” is a little bit obvious for anyone who uses Twitter on a daily basis.  But the fact that Twitter has launched an official guid e for journalists is indicative of the impact of social media on the news.

Next, you will need to identify a social media archiving solution provider.  Your provider decision should take into consideration their ability to provide monitoring, market intelligence, and research in addition to satisfying compliance needs.

At a minimum your provider should:

  • Allow you to customize your Twitter experience with groups, columns, saved searches and automatic updates on topics and people you are following.  Being able to track what others are saying about you, give updates via tweeting, and to share photos, videos and links from a single dashboard is a must for convenience and efficiency.
  • Allow for the archiving of Facebook, LinkedIn and Twitter.
  • Allow for RSS integration for archiving blogs, blog comments and a wide number of other social and web destinations used for monitoring and archiving.
  • Allow you to leverage discovery tools such as StumbleUpon.  Discovery tools allow you to find fresh content and to share your content that you might not find on your own.
  • Provide a dashboard allowing you to easily and conveniently monitor and launch your communications

These features allow you to conveniently listen, converse, share your voice, understand your customers, gather feedback and engage a large audience in a more personal manner. By selecting a provider that is able to offer content management workflow for web and social content, analytics to measure results, while preserving compliance, satisfies the need for data aggregation and enhances your return on investment.In part three of our selecting a social media provider series we will discuss the fifth twitter “C”, connectivity and introduce a sixth “C” – conversion.

A look at the traders office of the future and how financial advisors may begin to communicate with their clients: http://reut.rs/kniuEr

 

 

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D. Bruce Johnston, President | COO, CaptureTrackConvert is regarded as a high-energy, results-driven Financial Services Distribution Executive. His 30+-year career has been distinguished by an impressive record of accomplishments, contributions and winner of the Institutional Investor Fund Marketer of the Year award. CaptureTrackConvert (CTC) provides easy to use, powerful enterprise level marketing automation software to fast growing SMBs. CTC is dedicated to helping SMBs maximize their marketing resources, improve the effectiveness of their marketing campaigns and generating more sales ready prospects thus dramatically improving sales and the bottom-line.