Yesterday, FINRA issued guidance to firms regarding supervisory obligation relating to social media sites. The notice, Regulatory Notice 10-06, provides information clarifying a broker-dealer's obligation to supervise the use of social media sites by the firm, as well as the business use of such sites by individual representatives. Social media sites and activities addressed by FINRA in this guidance includes things such as blogs as well as sites like LinkedIn, Facebook, Twitter and others. The notice can be found here: Regulatory Notice 10-06.
Firms should use the issuance of this guidance as an opportunity to make sure that they have developed adequate supervisory procedures for its own social media communications, as well as for the business uses of social media of its brokers/registered representatives. Firms must consider that supervisory procedures must address not only how these technologies can be used, but also the recordkeeping and retention requirement that might be involved depending on the type of "communication" made through social media. Firms and brokers who blog should also carefully study FINRA's opinion in Question 4 of the Notice regarding its treatment of blogs as advertisements.
While the use of social media is not new,the consideration of the impact of such technology and the regulation of it is relatively new to the regulators. (As an aside, to get a better glimpse of how media has changed over the years, check out this video prepared by XPlane in partnership with The Economist). I expect that for the next several years, regulatory examinations will include reviewing a broker-dealer's procedures and systems for ensuring that they are properly supervising the use of this medium.
