Catherine M. Avery, investment adviser and owner of the New Canaan-based Catherine Avery Investment Management LLC, has been invited to speak on the topic of social media at the Schwab IMPACT conference in Washington, D.C., Nov. 10 to 13.

IMPACT is an invitation-only, annual conference considered a benchmark event within the investment industry.

"I am honored and excited to have been asked to speak on social media at this premier event," she said. "I want to show how it can drive new business, build brands, distribute content, build thought leadership and deepen client relationships."

Avery's firm uses Schwab Institutional to custody client investments. According to industry experts, social media will become a necessity, not a luxury, for businesses in 2014, according to www.forbes.com. But until recently, the financial services industry has been reticent to fully embrace it because of the compliance issues involved.

"The fact that IMPACT has made social media a prominent topic among its 65 educational sessions this year shows that they do realize that we have to utilize some forms of social media in order to attract and communicate with our constituents," Avery said. "My session, `Social Media in Practice,' will offer conference go-ers the opportunity to learn how to embrace social media within the industry's regulatory constraints."

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According to IMPACT'S website, Avery will co-host her session along with two other industry professionals.

Participants will learn what a compelling marketing channel social media is and how businesses can use it to achieve a competitive advantage. Avery and her co-facilitators will share ways to use social media for business, demonstrate role-based approaches to social media, explain how to staff for social media and talk about regulatory considerations and best practices.

IMPACT expects to host 1,500 advisers and their representatives, 100 independent retirement plan providers, 300 exhibiting companies, 250 Schwab employees and senior managers, as well as journalists for four days of collaborative learning on key industry issues and best practices.

"Attending IMPACT helps us all become better advocates for our clients, our firms and the industry as a whole," Avery said. "It's a real opportunity to get inspired by industry leaders and experts and network with peers."

As a boutique investment firm, CAIM works with independent financial advisers and high net-worth clients who want to outsource their money management. Avery has more than 25 years of portfolio management experience.