PROPERTYCASUALTY360.COM NATIONAL UNDERWRITER | OCTOBER 2020 | 33establishing a relationship. Keep that in mind asyou’re growing your social presence.
Don’t be spammy.
Do be authentic.
Keep conversations and posts looking like they wouldin person. Don’t add a ton of hashtags, don’t use big salesyterms. Remember, social media is social. There’s power insharing authentic messages that read as they would in acasual conversation.
START AT THE BEGINNING
The hardest part to managing a business’ social presence issimply getting started. So here’s a tip for crafting your posts:Think about what you personally like to read. What makesyou interact with others on social media?
The quickest way to discover the answer is to start following people on the platform you’re using. Read and listento others’ posts. What are they sharing? What can you bringto the conversation? Start there.
KNOW YOUR AUDIENCE
It would be a terrible business idea to pitch a company, ideaor product to a group of people who are not the intendedusers. Social media should be treated the same way.
Be wary of sharing a heavy business pitch on a platformsuch as Facebook, which is intended to catch up directlywith friends. Move that conversation over to LinkedIn wherethe audience is, by nature, business-oriented. Understandingthe audience and their needs is so important because without it, the message gets lost. Remember: 50% of the worldpopulation uses social media, so tightening efforts to get infront of the right people is key to being successful.
PERFECT YOUR PRESENCE
After determining where the right place is to get themessage out, it’s important to really become an expert onthat social platform. The best way to do this is to startconversing, following others and sharing thoughts and ideas.
Think back to the networking comparison: When you
enter a room full of other insurance professionals, it’s
generally poor taste to launch into a complaint about the
latest business headache. Typically, it’s better to get to know
others first, chat and find some common ground. Sometimes
these conversations may lead to learning more about the
other person’s work and how you can help. Other times,
this type of networking is about building a solid relationship
foundation. If 2020 has taught us anything, it’s that relation-
ships are essential. Luckily, social media makes it easier to
maintain and build relationships virtually.
Consistency is key. Every site algorithm is different andpushes things to the top of the newsfeed for different reasons. But there’s one thing that’s certain: Without postingconsistently, you will be forgotten on the platform.
Posting consistently not only makes your messaging topof mind for your audience, it also allows for a refined strategy. Maybe you shared something you thought everyone wasgoing to like and comment on but you only received a fewcomments (and one was your mom!). Approach the problemlike most anything else in life: If something isn’t working,refine your approach and try something new.
The last aspect to managing a social presence is stayingup to date with trends. I’m not just talking about looking atwhat topics are trending. (Although, that’s a great place tostart.) Keep an eye out for common threads. Maybe some aresharing a meme that’s common or sharing their experienceon a certain aspect of their lives or careers. Jumping on atrend is a great way to join a conversation.
It’s crazy to think about a world where social media didnot exist, and even more insane to think that was our worldjust 20 years ago. But when we use social media to our advantage, it can elevate our daily lives and more importantlyit can significantly make growing a business easier.
And in 2020, we could all use a little more simplicity.
Carley Beckum ( firstname.lastname@example.org) is the senior engagement editor atALM Media LLC, which owns NU Property & Casualty.
AGENT & BROKER
Up Your Social Media Game
After mastering social media, one of the best ways to look like a social expert is utilizing freetools to take posts to the next level. Here are some of the best free tools:
Canva.com: This is a design and layout platform. It allows users to design social mediagraphics, presentations and more.
Unsplash.com: This is a free stock photo database that anyone can use. Downloadimages to attach to your posts or use in your social media graphics design.
Hootsuite.com; TweetDeck.com; Buffer.com: All three of the above platforms havefree scheduler tools to make posting consistently on social more convenient.