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D. Bruce Johnston

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Educating Advisors About Social Media

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How Firms Are Complying With FINRA 11-39

By: D. Bruce Johnston, President & CEO

As social media takes a more prominent role in the everyday lives of advisors clients, advisors broker-dealers are taking a more active role in training and educating them on the power of social media tools.  Certainly prompted by the training and education mandate outlined in FINRA 11-39, some firms view social media as a recruiting and retention tool.  While some of their less than agile larger competition struggle with identifying archiving solutions, they are plunging into what I consider the next frontier – education of the advisor at the “user” level.

There is no question that excellent archiving solutions exist, and there is a size and capability solution to fit all.  The real issue is how do you drive training to the Registered Representative and Advisor level.  Until their trained, the use of social media as a client acquisition and retention tool will be in the cloud, just like the best archiving solution are.

The following may serve as a template for what one cutting edge broker-dealer, Madison Avenue Securities, is doing to satisfy FINRA 11-39 training and education requirements, while at the same time differentiate themselves as an industry leader in the race to harness the power of social media.

I would welcome your comments and examples of what other broker dealers are doing to help their RRs leverage social media.

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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.