Quantity ≠ Quality

We’ve spoken about this before—but focusing on follower numbers. (To refresh your memory, more followers does not necessarily equal more engagement… or more business for your agency.)

Here, we’re going to talk about the quantity and the quality you provide in your insurance social media marketing. And yes, our point is the same: quantity simply does not equal quality (not automatically, at any rate!).

Social data intelligence company Talkwalker homed in on this in a recent study of insurance companies’ social media marketing, stating simply, “owner activity has little correlation to overall content engagement and virality.”

Geico and MetLife provided excellent examples of this. Both companies post frequently on social media, but excite comparatively little engagement in their audience. According to Talkwalker’s study of 10 global insurance companies, Geico and MetLife rank in the top 4 for sheer number of social media posts—but they rank in the bottom half for total page activity (including the insurance company and its audience).

Insurance companies provide a great example to insurance agents. Although their social media marketing budgets are (no doubt) significantly larger than any agency’s, their failures and successes can offer a guideline your agency can follow.

Get this New Year off to a good start. Set some time aside to look up the social media accounts of the insurance companies you write (or insurance companies you admire). Here are some questions to consider as you scroll through their posts:

  • Which types of posts get the most audience response? Do they ask a question, provide information, share a photo?
  • Are there certain posts that excited negative audience comment? Why do you think those posts got that reaction?
  • If the insurance company is sharing feel-good news (such as employees doing a group volunteer activity or the company making a donation to a good cause), how does it do so? What is the tone of the post? Does the company sound like it’s bragging? If not, why not?
  • Does the company make posts in series? For instance, did it do a 12 Days of Christmas series on a certain topic (like holiday safety tips)? Does it create proprietary images or graphics to include with the textual posts? Did the series garner enthusiastic audience response?
  • What types of posts do you think the company does best? Why? How can you replicate that success?
  • What types of posts do you think are not successful? Why? How can you be sure not to replicate that failure?

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