Posting online as an insurance agent or agency requires different etiquette than that used on private social accounts. It’s important to maintain professionalism while adhering to branding guidelines and creating engaging content. It’s not always easy.
You want engaging content; however, being vulgar, lying, or negative is an absolute social media no-no for an insurance agency. Here is a list of obvious things to avoid doing such as posting a picture without permission and repeatedly sending private messages.
Keeping up with Branding
Your personal accounts don’t have nearly as many rules as posting to your agency’s accounts. Make sure your posts are high quality. Don’t post grainy photos or pictures that are irrelevant to the context of the post. Having a feed that isn’t structured or themed to branding can leave your agency’s social media account looking poorly managed and unprofessional.
Facebook looks like the perfect tool on the outside, but once you start manage a business page you’ll quickly learn that Facebook is designed for the end user, not businesses.
If you use Facebook advertising, you’ll notice a blue “boost” button. It’s tempting and easy to set up this feature. However, boosting only gets your post a few impressions and hardly any likes or clicks. Putting money into it can result in a big loss even when you select the correct type of audience. Setting up an ad manually is much more efficient.
No one wants to see a bunch of irrelevant hashtags at the end of a post. Use no more than 5 or 10 at the max. Use hashtags to be creative and develop a trend. Posting vague hashtags like #beautiful or #Work may get you a bunch of quick likes but that’s it. #WorkingHardOnAMonday is a hashtag that will be seen less, but won’t disappear after 10 seconds in a newsfeed. The audience that responds to these types of hashtags should be targeted toward your post since the hashtag is more direct.
No A/B testing
You need to be testing out what works and what doesn’t work. This is done by creating two similar posts that have one different element. This could be audience, time of day posted, or hashtags used. Without A/B testing, it is difficult to know how to improve your posts.
Whether you’re new to social media or an experienced user, these tips will help you develop a more professional approach to managing your insurance agency’s social media accounts. Share with us in a comment your favorite social media tips or send us a tweet @MiniCoInsurance.