While most broker-dealer firms are settling for a "canned Tweet" approach, Securities America seems to be letting its advisors engage in the social media conversation.
Starting in a few weeks, the firm will roll out its social compliance solution to its roughly 1,800-member network.
Reportedly, the new system allows advisors to make spontaneous "live" comments -- answering questions, thanking new "friends" -- in Facebook, Twitter, and LinkedIn.
This is a huge step up from the preapproved-comment-only approach that most other socially enabled firms from Morgan Stanley on down have taken, but it will probably still take some getting used to.
Once an advisor contributes to a social thread, the commentary is archived and converted into an email message for the firm's compliance team to review. Tweets or Facebook posts that create problems will be retroactively deleted.