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TABLE OF CONTENTS

Social Media Contacts
Why Social Media?
LinkedIn
Twitter
Facebook
Blogs
Analytics
Additional Resources

 SOCIAL MEDIA CONTACTS
If you are a CFA Society looking for guidance,
contact your society relations representative
(SRR) or:
Len Costa
Head, Innovation & Emerging Media
len.costa@cfainstitute.org
Stewart Mader
Director, Social Media and Online Tools
stewart.mader@cfainstitute.org
Jennifer Curry
Associate Social Media Editor
jennifer.curry@cfainstitute.org
Nilsa Benitez
Project Administrator
nilsa.benitez@cfainstitute.org

If you or your firm are subject to compliance
regulations, consult your firm's marketing
or compliance department, or your national
regulator for guidance on social media.
Examples:
• Advertising financial products and advice
services: good practices guidance (Australia)
• Investment Adviser Use of Social Media (US)
• Guidance on Social Networking Websites and
Business Communications (US)
• Guidance on Blogs and Social Networking
Web Sites (US)
• Handbook (UK)

Disclaimer: This handbook provides information for individuals and CFA societies who wish to better
understand how to use social media. The contents of this handbook do not constitute advice for
organizations engaged in the sale of regulated securities, or the provision of investment guidance.
Individuals seeking to use social media on behalf of a regulated firm must seek guidance on
approved activities from the firm's marketing or compliance department, or appropriate national or
territorial regulator.

 WHY SOCIAL MEDIA?
•Engage with your audience on the platforms where they spend time
•Build greater awareness of your brand and what it stands for
•Share news, insights, and information
•Find advocates and encourage them to help spread your messages

WHO SHOULD MANAGE SOCIAL MEDIA?
•For CFA societies, a technology or marketing point-person is likely to be best positioned to
manage the content on your social media accounts, as well as integration with your website

•Social media also presents an opportunity to involve society members who may be interested in
social media, but are unable to do so at work because of regulatory restrictions

•Volunteers who help manage a society's social media presence may also be interested in
becoming involved with society activities, events, and board service, so social media can serve as
a development tool for new society leaders

 LINKEDIN

CFA Institute

LINKEDIN: A SOCIAL MEDIA STARTING POINT

Hub for interaction
and engagement
Twitter: Dynamic source
of relevant content
Social network for jobs,
professionals

 LINKEDIN COMPANY PAGE
Low-maintenance way to maintain a presence on a large, professionally-focused social
media platform.
Visit linkedin.com/companies
to get started.
Share news, events, and
information likely to be of
interest to your audience
Post on a regular basis to
build your audience
Engage with your audience
by responding to comments,
questions, and requests

 TWITTER

CFA Institute

WHAT IS TWITTER?
• Twitter is an information network made up of
140-character messages called tweets.

• Messages from people and organizations
you follow appear in a constantly-updated
stream on your homepage.

“

It’s like being delivered a newspaper whose headlines you’ll always find
interesting – you can discover news as it’s happening, learn more about topics
that are important to you, and get the inside scoop in real time.
-Twitter

”

 GET STARTED WITH TWITTER
Create your account: twitter.com/signup
1.Choose a @username that will appear with
your tweets. We recommend using your first
and last name, e.g. @MattOrsagh. Do not use
CFA, CIPM, or Claritas in your username.
2.Upload a photo for your profile picture
3.Enter your first and last name. If you are a
CFA Charterholder or CIPM certificate holder,
this is the place to include ", CFA" or ", CIPM"
after your name
4.Include a short, descriptive bio that helps
others understand your background and
interests.
5.For additional help, visit Twitter 101: Getting
started with Twitter

 FIND AND FOLLOW OTHERS
Discover information on Twitter by following
people and organizations that share your
interests, such as: news sources, subject
matter experts, businesses, governments,
NGOs.
CFA Institute (twitter.com/cfainstitute)
maintains lists of useful Twitter accounts
organized by topic (e.g. Economics, Risk
Management, Private Wealth) and tweets
relevant content from CFA Institute on a
range of topics including the Future of
Finance (cfainstitute.org/FutureFinance
featuring six streams of curated content on
Financial Knowledge, Putting Investors
First, Regulation & Enforcement,
Retirement Security, Safeguarding the
System, and Transparency & Fairness.)
Messages from others you follow will
appear in a constantly updating stream on
your homepage at twitter.com.

 STAY CONNECTED WITH APPS

A variety of apps are available for mobile devices twitter.com/download

 

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CFA Institute

A WELL-CRAFTED TWEET
Tweet on a regular basis about news and information that you find relevant to your
professional work or CFA society.

•When mentioning a person or organization, check to see if they have a twitter handle. If
so, include it in your tweet, e.g. @CFAInstitute

•Don’t use all 140 characters. Leave room for people to add a word or two about your
tweet, or mention another relevant Twitter handle.

•Include a photo or video. This is
especially useful at events, and
made easy with a Twitter mobile
app on your smartphone (Obtain
copyright permissions where
necessary).

•Use a hashtag to emphasize
a particular keyword, topic, or
event, e.g. #IIC12 (India
Investment Conference).

 PROMOTE EVENTS, PROGRAMS, DISCOUNTS
•Promote upcoming events of interest
to your audience, and provide a link
to register

•Include information about special
programs and discounts likely to
appeal to your audience

•Highlight key speakers, topics, and
presentations

•Provide information about attractions
and things to do at the event location

 AUDIO/VIDEO
•Include audio or video whenever
possible by linking directly in your
tweet

•Services like YouTube, Vimeo, and
SoundCloud will display audio or
video directly in a tweet

 USE #HASHTAGS
•When tweeting about a topic or
event, include a hashtag. It's best
to use no more than one or two
per tweet.

•Search Twitter for the keyword(s)
associated with your topic, and
see which one is most often used
by others. Include it, along with
the # hash symbol, to help others
find your tweets when they
search

•You may wish to create a
hashtag for a particular theme.
For example, to promote a report
on trust in the investment
industry, CFA Institute included
the hashtag #InvestorTrust.

 IF YOU LIKE IT, RETWEET IT
• Retweet (RT) any tweets you find
interesting, relevant or worthy of
sharing with your followers.

• If you quote and modify the tweet
when retweeting, let your followers
know by using the letters MT at the
beginning instead of RT

• Select reply if you would like to
respond to a tweet with your own
insight, perspective, or information.

 SHARE WHAT YOU READ
• Share news items and articles that you find relevant, insightful, and valuable
• Select the
button (usually
near the beginning or end of an
article on most websites)

• A pop-up window will appear with
the article title and URL. Make
any changes you’d like (add
hashtags, mention relevant
Twitter handles, or remove any
wording you think is unnecessary
before publishing the tweet

 SCHEDULE YOUR TWEETS
Tweeting often and regularly helps build your audience, but it can be time-consuming.
Here’s an easy solution: use TweetDeck, a free tool from Twitter, to schedule and publish
your tweets. Visit tweetdeck.com
to set up your publishing queue.

 LIVE-TWEET FROM EVENTS
Live-tweeting is a great way to share insights, ideas, and speaker quotes from conferences
and other events.
You can also help increase your Twitter audience by live-tweeting a stream of useful
information for people who are unable to attend the event but are interested in the topics
being covered.
A good guideline when live-tweeting is to Tweet the insights, quotes, and ideas that most
strongly resonate with you. Maintain a steady stream when live-tweeting, but don't overdo or
underdo it. Tweeting every minute is probably too much; only one or twice an hour probably
too little.
Check to see if the event has a Twitter #hashtag (usually in the conference program or on
the interstitial slides between sessions). If it does, use the hashtag in your Tweets to help
others easily find them.
Visit the Live-Tweeting Guide from Twitter for tips on Tweet timing, using hashtags, and
other ways to make the most of your Twitter use at events.

 FACEBOOK

CFA Institute

FACEBOOK PAGE
Facebook requires a significant amount of time and resources to write, edit, package, and
publish wall posts on a near-daily basis, which is necessary to build an audience. Think of it
as an online publication, just like a blog, online magazine, or website.

 BLOGS

CFA Institute

WHY BLOG?
• Attract prospects with insightful content and event highlights
• Provide access to educational content generated at conference sessions
• Enhance visibility and brand awareness

 CHECKLIST FOR EVENT BLOGGERS
✓Review past blogs from CFA Institute for guidance on how to write for your own
blog

✓Familiarize yourself with the conference agenda and choose which sessions you
want to cover

✓Arrive early so you can get a good seat
✓Take notes during your session to use later when writing your post. (If you are not a
fast note-taker, consider using a digital recorder such as the one included on iPhone
to capture audio from the session)

✓Greater detail on fewer points is better than scant detail on lots of points
✓Publish your post (we recommend roughly 500-600 words). Be sure that your post
has a sufficient level of detail (e.g. key stats, insights, key findings, etc.) so readers
get solid takeaways

 CHECKLIST FOR POSTS
Before you publish a post, does it:

✓Have an attractive headline?
✓Mention the name of event/ conference?
✓Mention the name of organizer - society and other co-hosts?
✓Capture key points made by the speaker(s) that could be of interest to investment
professionals?

✓Cite a few key statistics, particularly any forecast made by the speaker?
✓Quote the speakers directly – act as a journalist who would while ensuring accuracy of
the quotes?

✓Include any additional learning resources (book, papers, websites, etc.) that speakers
may suggest?

✓Add hyperlinks where appropriate, such as to the homepage of the CFA society and
CFA Institute?

✓Include photos (files with high resolution)
✓Include a link to your social media account or profile (if available)

 ANALYTICS

CFA Institute

ANALYTICS
Use TweetReach to analyze your reach,
activity and exposure on Twitter

•You may use TweetReach to search your
Twitter handle (e.g. @CFAasia) to
understand your influence and activity on
Twitter.

•Free report covers past 7-8 days, and
Twitter is currently limiting most search
results to tweets from the past 7-8 days

 ADDITIONAL RESOURCES

CFA Institute

Sourcing CFA Institute Content
• Future of Finance initiative featuring six streams of curated content on Financial Knowledge,
Putting Investors First, Regulation & Enforcement, Retirement Security, Safeguarding the
System, and Transparency & Fairness.
• Enterprising Investor blog
• Market Integrity Insights blog
• Inside Investing blog
• CFA Publications
• CFA Webcasts
• CFA Institute Research Foundation Publications

 Resources: Webcasts and Podcasts
• Four Strategies for Building Your Professional Brand on LinkedIn
• Advanced Writing Strategies for Your LinkedIn Profile
• Developing and Managing Your Personal Brand Via Social Media
• Learn to Leverage Social Media to Enhance Your Career
• The Role Social Media Can Play in Managing Your Career
• Social Media Platforms Beyond LinkedIn

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