Three Tips to Kick Your Social Media Efforts into High Gear
In 2020, Humana launched a new feature on the Marketing Resource Center (MRC): pre-approved, customizable Facebook posts you can publish straight from the MRC to your Facebook business page. If you’re new to digital marketing, check out our article, Six Tips to Ramp Up Your Digital Marketing Efforts, for an initial crash course. As a reminder, you are required to take the training on MarketPoint University, which includes the social media policy, to be able to access these new assets. Always comply with the Centers for Medicare & Medicaid Services’ Medicare Communication and Marketing Guidelines (MCMG) and Humana’s social media guidelines and social media policy.
This innovative tool from the MRC enables you to connect with your prospects and clients in a whole new way with enhanced features for more customization options, a wider variety of posts and tailoring and versioning directly in the MRC. It could be a game changer for you and your Book of Business. Once you complete the required training, you can increase awareness, generate new leads, bolster your value to both prospects and clients, improve engagement and establish yourself as a trusted health resource online—just as you do offline.
Yet having a tool is not the same as using it wisely. Here, we’ll discuss three tactics you can use to beef up your social media efforts. Let’s get started.
Keep compliance top of mind. Agents are only allowed to use Facebook business pages at this time. No other social media channels are permitted. Agents may post generic content that promotes themselves as long as it does not reference Medicare or specific plans.
Likes and comments do not give you permission to contact someone. Agents should not discuss specific plan benefits, personal health information or any customer-service issues on social media. Instead, request that the client contact you by email or phone to address the issue. If someone reaches out to you via Messenger, send them your phone number and/or email address and ask them to contact you through one of those channels. Refer to the social media policy for additional guidance.
Here are a few reminders about the types of content you can’t post. Don’t share, repost or tag content by or with clients or followers without their express permission. Do not post disparaging, threatening, harassing, discriminatory or other inappropriate content or imply that your opinions represent those of Humana. Avoid posting content with a political slant. Keep in mind that Humana-branded content must be posted directly from the MRC. You should not create your own Humana-branded content to share or develop any content related to Medicare or Medicare plans including plan benefits, premiums or star ratings.
1. Authenticity rules
Instead of posting only marketing-related content from the MRC, reframe your mission on social media to focus on being helpful. Share stories and information that add value to your followers’ lives, such as general educational content for health and wellness. Put yourself in their shoes and ask yourself what matters most. And then share content that can help them achieve what they want.
2. Balance your content mix
Create a good mix of content for your followers to keep them engaged and delighted by your content. Make it exciting for them to follow you. Aim for a balance of informative, delightful, useful and relevant content.
Just because you’re a professional doesn’t mean you can’t have a little fun on your Facebook business page. Share surprising facts about healthy foods or activities from reputable resources. Post a video of your weekend hike. Do a Throwback Thursday photo of you dressed as a thermometer for Halloween. Post a quote you love about wellness. Showcase your personality as much as your industry knowledge to give a well-rounded picture of who you are and what you stand for as an Agent.
Test out different content formats. Videos tend to do well on social media, and with platforms like Story Slicer or other video editing apps, you can be a video editor with little to no training. Once you create your video, you can then download it and post it to Facebook. Be sure to add photos as well. Experiment with an app like Canva to create graphics, which you can then download and post to Facebook. See if sharing links or posting polls boosts your engagement.
Post both timely content as well as evergreen content, which can live on long after you’ve posted it. A great timely post in September could remind followers about the upcoming Annual Enrollment Period and share tips on how they can get prepared. A helpful evergreen post could be sharing a link to an article on the benefits of drinking water instead of sugary drinks. Balance informative, fun, timely and evergreen content to keep your Facebook business page fresh.
3. Commit to quality
High-quality content will make your Facebook business page stand out. Be sure to double-check your spelling and grammar. Tools like Grammarly can help you learn to write clearer and more concise sentences so you can better communicate. Use high-resolution photos and videos that are formatted to the appropriate size for their intended purpose. When you spend more time developing better content, you’ll be more likely to see better returns on that investment of time and energy in the form of engagement.
Looking for more social media best practices? Check out our social media policy.