What You Don’t Know About Facebook Can Hurt You

You’re a savvy businessperson. You know that a website on its own isn’t really enough anymore. You know that social media marketing is a hot topic, and you know that in many industries, Facebook tops the list of must-do SMM.

But being great at insurance sales and servicing doesn’t automatically make you great at insurance social media marketing. SMM is a field all its own—and what you don’t know can hurt you, especially when it comes to posting on Facebook.

It’s not always easy to come up with compelling content for your followers—and you may even give yourself a sort of Facebook-poster’s-block struggling to come up with posts that your followers will Like, Share, and comment on.

So, you may think to yourself, why not just ask them to Like and Share your posts? Why not hold a contest—say, with a $20 gift card as a prize—to try to convince people to comment on a post or help increase your follower numbers?

These sound like simple, easy-to-implement steps to improve your Facebook reach—but as Facebook continues to evolve its Newsfeed function for corporate Pages, the rules continue to change… and those simple steps you’re taking to try to increase your reach could actually have the opposite effect.

Take asking for Likes and Shares: did you know that in early 2014, Facebook announced that it would reduce the reach of corporate Pages doing exactly that?

As for contest giveaways, Facebook prohibits the use of Friend connections to administer the contest—so it’s forbidden to ask or require entrants to Share your contest announcement post on their own or their Friends’ timeline, or to tag their Friends in the post comments.

(And these conditions and prohibitions only apply to Facebook. It won’t surprise you to learn that there are other conditions and regulations coming from the insurance industry itself.)

It’s not easy to keep up with the ever-changing social media landscape—and not just for smaller insurance agencies or independent brokers. Even insurance companies have a tough time keeping up! We won’t name names, but for many, many months after Facebook announced that it was forbidden to ask for Likes and Shares on posts, a very major insurance carrier continued to do just that (“Click Like if you agree!”).

Social media marketing is just like any other facet of your business: there’s a learning curve, there are rules to follow, and changes pop up when you least expect them. Check out Facebook’s guidelines for corporate Pages, so you can be sure you’re following the rules—and check out your state insurance commission’s advertising guidelines to make sure your social media marketing doesn’t break any of those rules.

Sound like more than you want to take on? We’ve done all our homework on social media marketing regulations for Facebook and other platforms—and advertising regulations from the insurance industry. And we’re here to help. Click here to download your free copy of Six Ingredients For Social Media Success.

Photo by Lukasz Szmigiel.

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