Even financial advisory companies are beginning to use social media, although, like many professional service providers, they must be careful about client confidentiality and related issues. (Note the Financial Industry Regulatory Authority’s January 2010 Regulatory Notice on Guidance on Blogs and Social Networking Sites, and comments on it posted on SocialMediaToday).  Interest in social media spurred on consultancies like Advisorlocity, which  offers  a social media starter kit for financial service companies.  CEO Bruce Johnston told MutualFundWire.com that he aims to help financial services companies utilize social media networks such as LinkedIn, Facebook, and Twitter.

But how can these social media tools be used creatively to attract potential clients? Markitecture, a DC area marketing firm, suggests that an architecture firm could engage potential clients by chronicling (via Twitter and Facebook etc…) a high-profile project from start to finish.  Not only would this give readers a reason to return to the site again and again, deepening their mental commitment to the firm, it would also give potential clients insights into how the firm works on projects. In addition, Markitecture recommends that architects start a Facebook page focusing on a particular neighborhood or targeted area in the city, constantly updating the page with news, photos, and area history.

For professionals who work internationally, social media’s long reach can be powerful. Building on Markitecture’s example above, architects working in Dubai, Dublin and Denver could showcase their global projects through social media, thus reaching potential audiences globally.  Similarly, accountants, financial advisors and other professionals could create numerous blogs or pages on their home websites, each targeting clients in a particular region of the world—and also  communicating their overall global expertise.

Zynga founder, Mark Pincus, created FarmVille to be an uncomplicated game that people can relate to regardless of their culture. In an interview this week with CNN Pincus states that a “farm is something that is internationally understood and known. It’s cross-cultural, cross-gender, cross-age. A great social game should be like a great cocktail party. If you want it to appeal to absolutely everyone you invite, it has to be broad in its content so that everyone gets it.”  The farm concept is so simple, yet genius at the same time.

FarmVille’s success should be no surprise to Steve Ennen and Eric Bradlow of the University of Pennsylvania’s Wharton School and keynote speakers at the 2010 Online Marketing Summit.  Their theory is that if a person participates in a particular activity, then their peers are certain to follow.  That doesn’t seem to be a ground-breaking discovery, but it does validate what many proponents of social network marketing are saying. The key for businesses is to adapt quickly to the ever-changing world of social media and its users in order to harvest the benefits. In other words, even if a particular social media tool doesn’t last forever, take advantage of it while it’s popular.

So, what can you learn from FarmVille’s success? Start by taking a cue from Zynga.  Find a concept that most of your ideal clients can relate to, and then adapt and integrate it into the marketing of your services. Just as people in all cultures can relate to farms, do your prospective clients share a particular need or interest? Think about creating an interactive, online tool to engage your clients and address those common concerns and interests–something like an interactive blog, resource center which welcomes contributions from clients and colleagues, or even (in the spirit of FarmVille) a game  (why not?).

Or, participate alongside your clients in an existing social media tool. For example, let’s say that you’re an immigration lawyer, financial planner or international tax accountant who wants more Venezuelan clients based in the U.S.  There are dozens and dozens of LinkedIn groups for professional Venezuelans–even one so specific that it’s geared for Venezuelans professionals living in Houston, Texas.  Participating in social media groups WITH your ideal clients is a great way to start a dialog. After all, if you want to expand your business, you’ve got to spend time (virtually or in person) with your potential clients.

The Nielsen Company recently reported that usage of social media sites grew rapidly, up  82% (!) from December 2009 to December 2009. Some sites’ usage grew exponentially, with U.S. usage for Facebook increasing 200% and for Twitter 368%.

Although the United States led the pack in terms of individuals using social media sites (142,000), Japan came in second place (47,000 individuals).  Australians spent the most time per month on such sites, topping out at almost 7 hours/month, with Americans coming in second (6 hours/month).     Other countries, like Brazil and the United Kingdom, reported a healthy number of social media users and time spent on social media sites.

So what does this mean for professionals wanting more clients abroad? Social media is another powerful global client development tool to build relationships–and very cost effectively.

Social media enhances other forms of relationship building, but alone isn’t a “quick fix” to boost clients abroad. Professional service providers usually need to build trust with prospective clients over the long term before being hired.

But social media does provide a way to start a conversation–a dialogue–that can lead to a deeper professional relationship.