ITC President Laird Rixford talks about how to be smart about what you share and put the social back in social media.
Seriously, stop. Stop blogging, stop tweeting, stop sharing. I'm tired of it. Just kidding.
No, you should not stop blogging, tweeting, and doing any of that, but one of the things you can do is start being smart about how you are on social media. The first thing is I want you to say something. A lot of times people just get stuck in a rut where they post an inspirational quote of the day.
I can go find thousands of those and post two or three a day. Instead, say something that people care about. Unless that inspirational quote defines your life, don't put it out there. Talk about your day, talk about things that are going on, talk about things going on in your agency or in the industry itself.
When you are real on social media, you'll get noticed. That getting noticed is key to transforming your agency's presence on social media because it lets consumers know that there is a real person behind your agency. There's a real person doing all these tweets and all of these posts and shares. It's the personality of your agency that comes out whenever you are being yourself.
The next thing that you should not do is just retweet all the time, just sharing all the time, because that just shows that you're a bot, that you're just never contributing to the conversation, and I'm asking you to contribute to the conversation.
You should also not automatically tweet or post on Facebook based upon RSS or news feeds. The reason why? Someday they're going post a story on that news feed that's about one of your competitors and it's going to show up on your news feed, and that's something you don't want.
I want you to remember the social part of social media. It's otherwise known as social networking, and that's what you're doing as you are networking with people. And, if you went out into the real world and you always talked about you and you never shared anything of interest, then people would stop talking to you.
Agencies are made of people, and we're here serving people. This is the social side of insurance, is that we're all working together. So you need to put the personality of your agency front and center. Post pictures, post things that make you happy, talk about your hobbies, talk about what your employees are doing at your agency and how that's fun, because this is all about adding a personality to your agency.
Whenever they can't see you day in and day out, they see you through social media, and if that conversation that you have with them on social media is personable and fun, they're gonna come back to it day in and day out.
Finally, I want you to understand the platform that you're working on. For example, Twitter's a little bit of a microblogging news feed service. It's a way for people to get quick and easy news and little soundbites about your agency. It's also a channel for listening to your consumers, because if they're ever going to have a problem, they're most likely gonna say it on Twitter first.
Facebook, that's your personable, fun side of your agency. That's where you post a lot of pictures, share funny stories, ask silly questions of the day. These are all things that you would do on Facebook.
And then you have Linkedin. Are you going to do polls on Linkedin or are you going to post funny stories on Linkedin? No, you're going to talk about the professional side of your agency, and that is the power of Linkedin. Whenever I see people on Linkedin that are continuously posting inspirational quotes or just the silly photo of the day, I don't see them contributing to my professional business side and therefore I stop listening to them.
So know your platform that you're posting on and make sure that your content and what you're discussing is right for that platform. I know that you have a Twitter page, and a Facebook page, and a LinkedIn profile, right? Well now, let's make sure that you're using them properly.
About the Author
As senior vice president of sales and marketing, Becky Schroeder oversees ITC’s sales and marketing departments. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and driving the overall company sales and marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder