Catchlight captures publicly available social media profile URLs, giving you direct access to clients' professional and personal online presence. These links are powerful tools for research, personalization, and relationship building.
Important: All social media data captured by Catchlight is publicly available information. Catchlight does not access private profiles or protected content.
Social Media Fields
LinkedIn Profile URL
What it is: Direct link to the person's LinkedIn profile
Source: LinkedIn public profiles, professional databases
Coverage: 60-80% of professionals have discoverable LinkedIn profiles
What you can learn:
Current employment: Company, job title, tenure
Employment history: Previous roles, career progression
Education: Degrees, institutions, graduation years
Skills and endorsements: Professional capabilities
Recommendations: Peer and manager testimonials
Connections: Network size (visible if public)
Activity: Posts, articles, engagement (if active)
Volunteer work: Causes they support
Honors and awards: Professional recognition
Use cases:
Pre-meeting research: Understand background before first conversation
Career transition detection: Job changes, promotions
Common connections: See mutual connections for warm introductions
Conversation starters: Recent posts, shared alma mater, mutual interests
Verification: Confirm employment, job title, background
Professional credibility: Review recommendations, endorsements
Best practices:
Connect on LinkedIn: Send personalized connection request after initial meeting
Engage with content: Like and comment on their posts (authentic engagement only)
Share relevant content: Tag them in articles relevant to their interests
Congratulate milestones: Work anniversaries, new positions
Don't be creepy: Don't mention obscure details you could only know from deep profile stalking
Example use: Before meeting a new prospect, you review their LinkedIn profile and discover they volunteer with Big Brothers Big Sisters. You mention your firm's support for youth mentorship programs, creating an immediate connection point.
Facebook Profile URL
What it is: Link to public Facebook profile
Source: Public Facebook profiles
Coverage: 30-50% (many profiles are private; only public profiles are captured)
What you can learn (if profile is public):
Personal interests: Hobbies, activities, causes
Family information: Spouse, children (if shared publicly)
Life events: Marriages, births, moves (if posted publicly)
Geographic location: Current city, hometown
Groups and communities: Affiliations, causes, interests
Photos and check-ins: Travel, activities, lifestyle
Use cases:
Personal connection: Understanding non-professional interests
Life event detection: Recent posts about major changes
Shared interests: Common hobbies, causes, communities
Family awareness: Appropriate congratulations on milestones
Privacy considerations:
Respect privacy settings: If profile is private, don't try to access it
Don't friend request without relationship: Only connect if you have established relationship
Limited business use: Facebook is personal; use professionally cautiously
Age and content awareness: Respect generational privacy preferences
Best practice: Use Facebook sparingly and respectfully. Unlike LinkedIn (professional platform), Facebook is personal space. Light research is acceptable, but don't cite specific Facebook content unless client brings it up first.
Twitter/X Profile URL
What it is: Link to public Twitter/X profile
Format: https://twitter.com/[handle] or https://x.com/[handle]
Source: Public Twitter/X profiles
Coverage: 20-40% (varies widely by profession and age)
What you can learn:
Public thoughts and opinions: Tweets reveal personality, interests, values
Professional expertise: Industry commentary, thought leadership
News and interests: What they share and engage with
Communication style: Formal vs. casual, humorous vs. serious
Political/social views: Causes and issues they care about
Real-time activity: Current events they're following
Use cases:
Understanding values: Political, social, professional views
Thought leadership: See if they're an industry voice
Real-time engagement: Respond to relevant tweets
News awareness: What topics they follow
Personality insights: Communication style, humor, tone
Caution:
Controversial content: Twitter often includes political/social opinions
Don't judge: People express themselves freely on Twitter
Respect differences: Don't let differing views damage relationship
Professional boundaries: Avoid political discussions unless client initiates
Best practice: Follow on Twitter if they're active and professional. Engage with industry-related content, not personal or political tweets.
Other Social Platforms
Instagram: Rarely captured (most profiles are private) YouTube: Occasionally captured for content creators TikTok: Rarely relevant for financial services Personal Websites/Blogs: Sometimes captured for business owners, thought leaders
Using Social Media Data Effectively
Pre-Meeting Research
First-Time Prospects:
Review LinkedIn profile (5-10 minutes)
Note current role, company, tenure
Review career history for conversation topics
Check for mutual connections
Look for shared alma mater or interests
Read recent posts or articles
Scan Facebook if public (2-3 minutes)
Life events or major announcements
Family information relevant to planning
Causes or interests for connection
Quick Twitter scan if active (2-3 minutes)
Recent thoughts or interests
Professional focus areas
Current events they care about
Goal: Build context for authentic, personalized conversation—not to prove you researched them.
Ongoing Relationship Management
Stay Connected:
Connect on LinkedIn after first or second meeting
Engage periodically with their content (likes, thoughtful comments)
Share relevant articles or resources
Congratulate on milestones (work anniversaries, promotions, achievements)
Monitor for Life Events:
Job changes (LinkedIn)
Family announcements (Facebook)
Major life events (all platforms)
Awards, recognition, media mentions
Set up alerts: Use LinkedIn notifications or social media monitoring for key clients to stay aware of changes.
Building Authentic Connections
Shared Interests: Use social media to discover common ground:
Same alma mater → Discuss school, sports teams, traditions
Similar hobbies → Bond over golf, running, travel
Mutual connections → "I see you know [Name]..."
Shared causes → Discuss philanthropy, volunteering
Example: LinkedIn shows prospect is passionate runner who completed Boston Marathon. You mention your firm sponsors a local 5K and ask about their training.
Professional Respect:
Comment thoughtfully on their LinkedIn posts
Share their articles or content
Endorse relevant skills
Write recommendations for long-term clients (if appropriate)
Personalized Outreach
Connection Requests: Don't send generic LinkedIn invites. Personalize:
Poor: "I'd like to add you to my professional network."
Good: "Hi [Name], it was great speaking with you at the [Event] last week. I'd love to stay connected and share insights on [topic you discussed]. Looking forward to continuing the conversation!"
Email Outreach: Reference LinkedIn appropriately:
Example: "I came across your profile on LinkedIn and noticed we both attended Penn State and share an interest in sustainable investing. I work with several Nittany Lion alumni on aligning their portfolios with their values..."
Privacy and Ethical Considerations
What's Appropriate
Do:
Review public profiles for background information
Connect on LinkedIn with clients and prospects
Engage authentically with public content
Use information to personalize conversations naturally
Congratulate on public milestones
Share relevant professional content
Don't:
Try to access private profiles or protected content
Friend request on Facebook without established relationship
Screenshot or save personal photos
Share or discuss clients' social media content with others
Mention specific details that would reveal deep stalking
Use personal information inappropriately (e.g., targeting ads based on private interests)
Judge clients based on social media opinions or lifestyle
Generational Considerations
Younger clients (Millennials, Gen Z):
Expect professional LinkedIn connection
May have active Instagram, TikTok (usually private)
Comfortable with social media interaction
Digital-native communication style
Mid-career clients (Gen X):
Active on LinkedIn professionally
Mixed Facebook use (some public, some private)
May engage on Twitter
Balance professional and personal online presence
Older clients (Boomers):
Growing LinkedIn adoption
May have Facebook for family connections
Less likely to be active on Twitter
May be more private about online presence
Prefer traditional communication
Adjust approach accordingly: Don't assume all clients want to connect on social media.
Disclosure and Transparency
If asked how you know something: Be honest: "I saw on your LinkedIn profile that you recently joined [Company]—congratulations!"
Don't pretend coincidence: If you clearly learned it from social media, acknowledge it rather than acting like you magically knew.
Respect privacy: If information seems overly personal even though public, don't use it unless client brings it up.
Troubleshooting and Data Gaps
"LinkedIn URL is blank but I know they have a profile"
Possible reasons:
Profile has unusual name or privacy settings
Recently created profile (not yet in database)
Name mismatch (profile uses nickname, maiden name)
Profile is very private (only accessible to connections)
Action:
Search LinkedIn manually using name + company + location
Update Catchlight with correct URL for future reference
"Should I connect with all my clients on LinkedIn?"
Answer: Generally yes for professional relationships, but consider:
Client comfort level (ask if uncertain)
Nature of relationship (established clients vs. cold prospects)
Your LinkedIn content (is it professional and valuable?)
Reciprocal value (will you both benefit from connection?)
Best practice: Connect after initial meeting or engagement, not before first contact.
"Client's social media shows concerning behavior—what should I do?"
Answer:
Don't judge based solely on social media (may be out of context)
Assess if it impacts financial planning or relationship
Consider if it's a compliance or legal concern (consult compliance officer)
Respect their personal life unless it directly affects professional relationship
If truly concerning, address privately and professionally
Compliance and Record-Keeping
Firm policies: Many firms have social media policies for advisors. Follow your firm's guidelines on:
Connecting with clients
Posting content
Sharing market commentary
Archiving requirements for business-related social media
Supervision: Social media activity may be subject to compliance review
Documentation: Some firms require documenting social media interactions with clients
Check with your compliance department before establishing firm social media practices.
Practical Examples
Example 1: Shared Alumni Connection LinkedIn shows prospect attended your alma mater. Action: "Go State! I saw you're a fellow Nittany Lion. I work with several PSU alumni and love connecting with the Penn State community. Would you be open to a brief conversation about your financial planning goals?"
Example 2: Job Change Detection LinkedIn update shows client changed jobs. Action: Connect via LinkedIn and message: "Congratulations on the new CFO role at TechCo! This is a great time to review your equity comp and benefits. Let's schedule a call to discuss optimizing your package."
Example 3: Life Event Facebook post announces new baby. Action: Send card: "Congratulations on your new addition! When things settle down, let's discuss updating your estate plan and life insurance to protect your growing family."
Example 4: Shared Interest Twitter shows prospect is passionate about environmental causes. Action: "I noticed your commitment to environmental sustainability. Many of our clients are interested in ESG investing to align their portfolios with their values. Would you be interested in learning more?"
Related Articles
5.9: Social Capital Score
5.6: Interests & Lifestyle Data
6.2: Personalizing Outreach
6.4: Building Conversation Starters
7.3: Privacy and Compliance