Professional services and highly technical industries absolutely have their place on social media- with these types of accounts especially, finding the RIGHT audience is so much more valuable than finding the LARGEST audience.

Avoid Jargon

Remember that unless your audience is purely B2B, a lot of the people you're reaching won't understand specialized industry terms. Don't think of this as a limitation- you've got a great opportunity to educate and establish your authority in your field!

Keep Advice General

A lot of licensed pros have limitations on the advice they can communicate to non-clients- for liability reasons, avoid highly specific content. Think "Pay off debt with higher interest rates first" over "Open an account with XX firm and invest $XX dollars per month".

Make it Personal

Inject some fun into your accounts! Followers may be hesitant to engage with highly technical industry content, so be sure to include posts that show off your personality and interests. Keeping yourself and your brand approachable will increase your engagement rates across content types.

Takeaways

The biggest takeaways are to avoid alienating your audience with a lot of jargon. Rather than feeling LIMITED by keeping your conversations in layman's terms, consider that you have a really excellent opportunity here to educate and position yourself as a knowledgable expert. Seriously, one of the best ways to demonstrate mastery of concepts is to teach them to those who may be totally unfamiliar!

Also remember to keep it light- break down industry tips into bite-sized tidbits and avoid overwhelming your audience. Infographics are a great way to do this!