Here are a few reminders about the types of content you can’t post. Don’t share, repost or tag content by or with clients or followers without their express permission. Do not post disparaging, threatening, harassing, discriminatory or other inappropriate content or imply that your opinions represent those of any plan carrier. Avoid posting content with a political slant.
Permission to Contact
Likes and comments do not give you permission to contact someone. Agents should not discuss specific plan benefits, personal health information or any customer-service issues on social media. Instead, request that the client contact you by email or phone to address the issue. If someone reaches out to you via Messenger, send them your phone number and/or email address and ask them to contact you through one of those channels.
Authenticity rules
Instead of posting only marketing-related content, reframe your mission on social media to focus on being helpful. Share stories and information that add value to your followers’ lives, such as general educational content for health and wellness. Put yourself in their shoes and ask yourself what matters most. And then share content that can help them achieve what they want.
Balance your content mix
Create a good mix of content for your followers to keep them engaged and delighted by your content. Make it exciting for them to follow you. Aim for a balance of informative, delightful, useful and relevant content.
Just because you’re a professional doesn’t mean you can’t have a little fun on your Facebook business page. Share surprising facts about healthy foods or activities from reputable resources. Post a video of your weekend hike. Do a Throwback Thursday photo of you dressed as a thermometer for Halloween. Post a quote you love about wellness. Showcase your personality as much as your industry knowledge to give a well-rounded picture of who you are and what you stand for as an Agent.
Post both timely content as well as evergreen content, which can live on long after you’ve posted it. A great timely post in September could remind followers about the upcoming Annual Enrollment Period and share tips on how they can get prepared. A helpful evergreen post could be sharing a link to an article on the benefits of drinking water instead of sugary drinks. Balance informative, fun, timely and evergreen content to keep your Facebook business page fresh.
Commit to quality
High-quality content will make your Facebook business page stand out. Be sure to double-check your spelling and grammar. Tools like Grammarly can help you learn to write clearer and more concise sentences so you can better communicate. Use high-resolution photos and videos that are formatted to the appropriate size for their intended purpose. When you spend more time developing better content, you’ll be more likely to see better returns on that investment of time and energy in the form of engagement.
Helpful Resources:
Social Media for Insurance Agents
Facebook Advertising for Insurance Agents
How to Market to Seniors