3. Separate business from personal. Another suggestion is to separate the personal persona from the business persona. That is easier said than done when sites such as Twitter have really blended those personas in our culture. However, Bernstein suggested saving weekend plans and political views for a personal profile. “You want to filter the message that you are sending out there,” he said.
Advisers could use some sites for business (such as LinkedIn) and other sites for personal (such as Facebook), or keep multiple profiles within the same service—one for business and one for personal, which still might still require disclosure to an employer.
4. Use common sense. Above all, common sense is the prevailing factor. Many advisers use social media not to deal directly with clients or make endorsements, but to post generic content.