Now that your business has developed an identity on social media platforms such as Facebook and Twitter, you and your employees have probably created personal accounts in addition to your agency’s fan page. It’s good practice for you and your agents to have pages so you can connect with clients if necessary and it also shows that insurance agents, despite public perception, are down to earth and regular people just like the rest of us. However, having employees on social media platforms like Facebook can come with a risk. Like your agency’s fan page, employee pages should always adhere to a certain level of integrity and respect. Also, you should be able to balance on the threshold between professional and personal. What do we mean by this? Well, would you want one of your agents to have picture of him or her partying or making an irresponsible gesture? The list goes on and on about what is and what is not acceptable for professional accounts. Let’s take a look at what you should preach to your employees about social media etiquette:
1. Appearance: We recommend that your default photo be a picture of you. Having the company logo or something other than yourself will make the page initially appear robotic. Nothing is wrong with having the logo in the photos section, but the default photo should be one that has you in it. Also, any other additional photos of yourself should always be appropriate and not include anything like partying or obscene gestures or poses.
2. Be careful with words: Anytime one of your agent’s post either a link or comments on a post, it should always be kept on the lighter side and should avoid contentious issues as well as libel. Additionally, keep your language clean! Never, under any circumstances, use any curse or swear words. Remember: you’re a professional!
3. Don’t Spam! Similar to your brand page, one thing to always consider is not post too often. If you post too much in a given day it’s considered “spamming” and existing and potential customers are not going to want to see you come up in their feed too much. When posting, keep it at a minimum and try to stay positive and informative so your friends are getting useful information.
Apart from your brand page, it’s important that you and your employees’ personal pages reflect not only who you are as people, but who you are as a company. Remember to keep it simple, tight, and appropriate, and you should be able to bring traffic to your insurance agency website.