Social media can be a tricky world to navigate for all business professionals. But for financial advisors who have to maintain a level of expertise and respect, all while meeting compliance standards, social media can feel like a minefield.

If you’re new to social media, or are interested in getting started, it’s important to thoroughly read through your company’s compliance policy. This will differ from firm to firm, and what works for one advisor might not work for another. Once you’ve familiarized yourself with the dos and don’ts, you can be on your way to developing new leads and nurturing your relationship with current clients!

What is your specialty?

There are billions of social media users all over the world, but in order for you to see success in your strategy you need to understand what small fraction of those users to target. Being niche in your approach means sharing content and expertise with a specific group of individuals who you know will benefit, or who will, at the very least, be interested in what you have to say. Think about the clients you work with on a daily basis, and use this to develop a clear-cut target audience for your social presence, too.

Who are you as an advisor?

Whether you have a soft or a hardline approach with clients, you’ll want your presence on social media to reflect who you are as an advisor and a person, and it’s beneficial to give insight into your own interests, too. Clients don’t want to see business news all the time. They’ll appreciate a look into your life now and again, and highlights of who you are outside of work—just be mindful of how personal you get.

What value can you provide?

Many people turn to social media nowadays for their news and for help with life’s questions, a good portion of which are looking for financial advice. By sharing content that is focused on your areas of expertise, or—if it meets compliance standards, messaging prospects or clients directly—you can prove the importance of your services and build strong connections based on your experience.

Ultimately, social media should be a supplement to the strategy you have already developed and are comfortable with, for communicating with clients and prospects. There is no replacement for a phone call or face-to-face meeting, but as a tool for narrowing your audience and spreading your industry expertise, having a strong social media presence is second to none.