Feeling insecure about your ability to write social media content that works? You’ve got company. At least that’s what I figure, based on the recent Zywave survey on Top News and Blog Sites for Advisors. “The use of social media is difficult for me,” said one of the respondents. In addition, more than 40% of advisors aren’t using social media, according to the same survey.

You can ease into social media by writing status updates – those brief snippets or images that you share on social media platforms, like LinkedIn updates, that can run up to 265 characters in length. Grow your social outreach and your confidence with these tips to help you get started.

1. Pick one social media channel

The best way to avoid getting overwhelmed by social media is to take small steps. Pick one social media channel where you’ll start posting status updates.

Not sure which one to choose? Any channel is fine, but LinkedIn is a conservative, business-oriented choice. I’ll use it in my examples.

2. Help, intrigue, or entertain your readers

The key to effective status updates is to find content that appeals to your readers because it either helps, intrigues, or entertains them. Because you’re on social media to grow your business, I’ll focus on helpful.

Focus on solving problems for your clients and prospects. For example, if you target new parents, you could link to an article about picking the right educational savings plan.

Choose your links carefully, especially if you work with a skittish compliance department. They’re anxious for a good reason — FINRA may actually consider you responsible for content posted on another website. That’s why some advisors use third-party content that’s FINRA reviewed, like the offerings from Zywave’s Advisor Briefcase. Alternatively, you can link to high quality, relevant content generated by your own firm. As long as you run that content through your firm’s compliance process, you know you’re safe.

3. Case study: Status update for your quarterly newsletter

If you already send a quarterly newsletter to your clients, social media status updates can help you get more out of the time and money you invest in that piece. Let’s brainstorm some status updates for that commentary.

Here’s an example of a weak status update on LinkedIn: “Our quarterly newsletter is now available on our website.”

My deliberately bad example suffers from several flaws. It doesn’t:

• Mention how the commentary will help or entertain the reader
• Invite conversation
• Include a link or a call-to-action statement

To help your reader, you could highlight one of your newsletter’s articles like this: “Find out if this popular educational savings plan is right for you. Read our September newsletter.” Or, “Are you making this common mistake in your 401(k) plan?” Another idea: Choose a provocative quote from your newsletter and publish that as your status update, along with a link.

To invite conversation, pose a question. For example, “’People are happier in rented homes than in homes with big mortgages,’ says this article. Do you agree? Why?” It’s best to wait on questions until you know there are people who read and enjoy your status updates. A question without a response can look lonely. By the way, I deliberately chose a question that’s not overtly financial, to illustrate how you can interact on social media without triggering fears that comments about specific investments or products will land you in trouble with the compliance department.

Include a link, when appropriate. It allows people to delve deeper into the topic you raise. Also, a link with a good photo or other image will add visual appeal to your status updates.

A “call to action,” which is an invitation for your reader to do something, can also pay off. For example, ask people to subscribe to your e-newsletter or call you for a consultation. Just don’t go overboard with self-promotion. If you focus on your reader’s needs most of the time, an occasional plug will be tolerated and even welcomed.

Follow my suggestions and you can benefit from social media without headaches from compliance, writing, or wasting time.

Susan Weiner, CFA, writes one of the blogs voted most popular in Zywave’s recent survey on Top News and Blog Sites for Advisors. She’s the author of a new book, Financial Blogging: How to Write Powerful Posts That Attract Clients, which is tailored to financial planners, wealth managers, investment managers, and the marketing and communications staff that supports them. Read her blog or follow her on Twitter, Google+ or the Investment Writing Facebook page.