By Ruthie Ackerman
Raymond James Financial Inc. (RJF) has become the next wealth-management company to let its advisers use social media to prospect for new clients and connect with existing ones.
Raymond James's advisers are now allowed to use Twitter, LinkedIn Corp.'s (LNKD) LinkedIn and Facebook, a site still restricted by most other wealth-management firms venturing into social media, Michael White, the marketing director for Raymond James, said in an interview Tuesday.
The St. Petersburg, Fla.-based financial-services firm is going further than most others in the industry. Not only is it allowing advisers to use preapproved and prewritten tweets and posts, it will allow them to see which are the most popular ones used by other advisers and which had been "liked," "forwarded" or "retweeted" by clients, said White. Advisers can also write their own custom posts and tweets, which will be compliance reviewed before going live.
"Facebook is a departure from what many others have allowed," said Stacey Haefele, president and CEO of HNW, Inc. "The general consensus is LinkedIn is a no-brainer and you have to consider how to approach Twitter, but Facebook for most people is off limits. It's a little too personal."
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