I am writing this post from the Acela train heading back to Boston after an interactive session with about 40 clients of Schwab Advisor Services in New York. One discussion at the event was with Adam Sheer from the Roosevelt Investment Group which was particularly interesting and I think offers some guidance when thinking about strategies for using Twitter and what content to share across social nets.

The Roosevelt Investment Group prides itself on always adding value in their interactions with clients. These interactions, today, use email or other 1:1 communication. So, when considering using a platform like Twitter, what should their approach be? What content should they tweet and share? An example I shared in my presentation was about ReTweeting a “good news” post from a client relationship as a way to help build the relationship. However, since the Tweet may have no direct relevance to investment management, would it be of any interest to the followers of the firm? The answer depends on the strategy employed and the role of your Twitter ID. What do you want to be known for on Twitter? Are you building a network of people and tweeting on multiple topics or only on business topics? After all, we know that Twitter is not just a business network…and the choice is yours.

So what is the lesson?

Yes, you can mix personal and business tweets – but begin by thinking about the role of your Twitter channel. Do you want a range of personal communications or a feed of posts about specific content themes? Perhaps you should consider multiple Twitter IDs – personal and business. Is your Twitter feed going to be about multiple topics, or focused on a specific audience?

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