The private banking and wealth management sector in Europe and elsewhere is turning to outside consultants to manage professional social media accounts, as well as to improve chances of finding a job, hiring staff or promoting campaigns. And the pandemic has ratcheted up demand.
The rise of Goodman’s business highlights how social media platforms - particularly ones that are curated and for professionals - are a potent business tool. Consider, for example, how the job of executive search and job finding has been revolutionised by them (in some cases, disintermediated).
And the pandemic has only accelerated the trend. "How people think has changed a lot over the past few weeks,” Goodman said.
"There will be a percentage of people who will always want in-person meetings...for managers all this will change how they do business. Some people have not been keen on social media in the past as they see it as a bit brash,” she said.
Goodman’s business is growing. “At the same time, Trevisan’s client base has expanded from mainly UK and Switzerland to the UAE, Monaco and the US - and it includes some household names in the financial services sector.”
Her business is some way from where she started out after graduating with a BA Hons degree in economics and a postgraduate degree in law. Goodman qualified into the commercial property team at Allen & Overy LLP in 2001, practising with the firm as a real estate lawyer until 2004. She spent a subsequent period with legal firm Darlingtons before moving to Switzerland. In the following years she worked in business development and social media marketing for international law firm Arias Fabrega & Fabrega, boosting the company’s online presence. Launching Trevisan Marketing was a logical next step.
Goodman is not alone in advising people on how to show their “best side” online, although these approaches come in different forms. Earlier this year this news service spoke to the reputation management firm Igniyte about the space. (The firm is based in the UK and founded in 2009.) The field is still controversial. For example, there is the question of what are the proper boundaries for enabling people to police and correct their reputations if this puts them at odds with a free press. Another reputation management firm is called Pure Reputation.
As far as Goodman is concerned, there remains great potential for Linkedin users to put a bigger dent in their professional universe.