Facebook Do’s and Don’ts for Insurance Brokerages

Of all the social media platforms available for the independent brokerage, Facebook makes the most sense. With an average of two billion active users per month, Facebook is the most widely used and pervasive social media platform in the world. Chances are good that your current and future customers are already on Facebook—shouldn’t you be, too?

Your Facebook page serves a different purpose than your brokerage’s website. It’s a way to connect with – and market to – your existing customers, establish yourself as part of your community, and communicate your values and culture. But a well-maintained Facebook page can pay off in the long run.

“Social media is a marketing and branding and advertising tool, not a sales tool,” says Jason Cass, co-founder of the Grow Program. “But if you do those two or three things really well, it becomes a sales tool.”

Creating a Facebook page for your brokerage is simple. Maintaining that Facebook page in a way that increases engagement with your business takes a bit more effort.

Follow these dos and don’ts to avoid common pitfalls and make the most of your Facebook presence.

Be professional and positive

Do post photos that portray your brokerage in a positive light. Showcase your community involvement by posting photos of volunteer efforts, civic events, and office functions.

Don’t post photos of employees drinking, acting unprofessionally, or doing anything controversial.

Share appropriate, useful content

Do link to articles and information from reputable sources that are either relevant to products or services your brokerage offers, or are useful to current or prospective customers.

Don’t link to op-ed pieces, political news, religious material, conspiracy theories, polls, or any online content that could be offensive to current or potential customers.

Keep it fresh and timely

Do update your Facebook page once each week. Link to an interesting article or video, celebrate an anniversary or achievement within your office, send holiday wishes, plug a local non-profit or community event, post a photo of your community, share client testimonials, etc.

Don’t let your online presence get stale. To millennials in particular, a neglected Facebook page is like a broken shop window—a sign that a business isn’t up to date.

Post when it matters most

Do post during business hours. To get the most clicks and shares, publish on weekdays between 9 a.m. and 7 p.m. The best times to post are between 1 and 4 PM.

Don’t post on weekends or late at night; fewer people will see your post and it may send the wrong message about your brokerage. Sharing viral videos at 2 AM on a weeknight does nothing to elevate your business in the eyes of clients.

The golden question: Should I really post this?

Many agencies enjoy interacting with their customers in a humorous way by sharing jokes, memes, and viral videos on Facebook. They rightly conclude that sharing fun, lighthearted content is a good way to connect with clients and put a human face on their business.

But there are limits; silly or inappropriate content on your Facebook page may actually turn customers off. And even if you only share family-friendly pieces, too many “fun” posts on your Facebook page can give the impression that your business isn’t entirely serious.

Two-thirds of your Facebook posts should pertain to your brokerage, insurance, or topics that matter to your customers. Visitors to your page should leave with a better understanding of who your brokerage is and what you do.

So do your business a favor. Before you post, count to five and ask yourself: Should I really post this?