The ethical dimension: protecting confidentiality in the facebook age
 Professionals, such as insurance brokers and independent financial advisers, are starting to see the benefits of using social media. They are starting to understand that these technologies offer them the opportunity to connect with new customers and strengthen their relationship with existing ones. And as such the numbers professionals starting Twitter feeds or creating Facebook profiles is growing.
Yet there is a balance to be struck between the desire to spread the good word and the professional ethic. In particular confidentiality is a key area where there is a risk of not only hurting the relationship with a customer, but also of showing the world just how unprofessional the adviser is.
Care must be exercised when posting anything that could be construed as disclosing personal information. A simple "Thanks for becoming a client" may seem like a good idea, showing some gratitude and promoting the practice as well. It doesn't take much effort to put such a simple note on a Facebook wall or direct a Tweet at someone.
Yet this is a blatant beach of confidentiality. The world now knows that Person X has employed the services of an IFA / insurance agent / lawyer. Friends and work colleagues may now ask that person questions they find awkward answering. They may feel betrayed and upset that an adviser that they placed their trust in has abused it through self-promotion. And it may be that others decide they too do not want to have advice from such an unprofessional firm.
There are ways that the professional can demonstrate to the world their clients value their services. Asking clients for testimonials and recommendations is key to this. A client could be asked to post a testimonial on the adviser's wall, or provide a recommendation on LinkedIn, with a reciprocating comment made. These can be collected, posted on the adviser's website and then linked to via Twitter or whatever other service is being used.
The key to this is it is the client who has posted the information and therefore said as much as they are comfortable with in public. From this the adviser can build the links and announcements that they need to promote their business in an entirely ethical, and potentially more powerful, way.
Previously on this blog...
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