Vestorly hopes its new Social AI tool will improve an advisor’s ROI with social media marketing.

Advisors have heard enough that they should be using social media to generate leads and engage with clients, but Justin Wisz, the CEO of Vestorly, said the industry still faces two major obstacles to using social media as an effective marketing tool.

The first problem is that it’s hard for advisors to quantify the return on the time and effort they spend on social media.

Advisors have no content. They hire a consultant or marketing assistant or an intern, or they spend hours trying to figure it out themselves and it never really leads to ROI.Vestorly is addressing both problems with Social AI, anew tool that uses artificial intelligence to automatically gather, schedule and post content to social media while collecting information advisors can use to generate leads and grow their business.

Social AI builds on Vestorly’s database, which Wisz says now contains more than 1 billion data points, to curate a stream of articles from around the web that Vestorly’s algorithms determine are likely to generate engagement on social channels.

From the Vestorly dashboard, advisors can see the social profiles of people coming to their website as well as what content is interesting them.

For advisors using Salesforce, this data can automatically be added into the CRM. A problem with many social media scheduling tools is that it removes the natural, conversational tone that makes social media so appealing.