Setting up a social network

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When I ask IFAs about their internet strategy, quite often arms start to cross. Some figures suggest that half of all IFAs do not have a website. Of those that do, most are online replicas of their paper brochure.

But, IFAs admit they’re missing a trick when it comes to the internet and would like to do something about it. To many, their view of the internet is that of a giant library and libraries are supposed to be quiet, reverential places. But the internet has come along a bit and nothing could be further from an accurate description. Today, the internet is integrated into the fabric of the daily lives of millions of people. They don’t just borrow from the library – they contribute to it too in the form of blogs, videos, comments and opinion. The very backbone of the internet now is ‘social...

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