John O’Connell Featured in Financial Planning Magazine: Why diversification matters when it comes to marketing

John O’Connell shares valuable insights in this article from Financial Planning Magazine, discussing how advisors and other financial services professionals who rely heavily on social media to reach clients and prospects are increasingly confronting a trade-off: Stay active on channels they no longer trust, or walk away from a built-in audience.

John shares how he had his personal and professional X accounts removed months ago, citing concerns that the platform did not reflect his values and “had degenerated into a swamp of radicalized views and posts.” Since leaving X, he has focused on his own newsletter, which he launched shortly after starting The Oasis Group in 2019: “I consciously made the decision to build my communication network on my terms and not through someone else’s platform. I am not beholden to a third-party platform for my messaging or my brand’s image.”