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The purpose of social media for an insurance company?
I reside in the Caribbean and have recently been put in charge of the social media for an insurance company. I’m being asked to provide goals and a plan to achieve them.
I went and did a few hubspot courses as I’ve seen recommended by this board. I’ve learned about the marketing funnel, content marketing etc.
**Primary function:It seems obvious to me that for a business, social media should lead to conversions and or leads.**
I’m thinking social media should showcase creative/humorous advertisements (like Geico, allstate etc., nothing new there) with the intention of funneling the audience to the company’s landing page(s) where they can inquire about the product. The company should then reply and see if their service is a good fit for the client/make the sale.
**Note: Audience cannot sign up/pay for insurance online or on the landing page. They have to come in, provide paperwork, ID etc.**
Because social media is so cheap, these ads can be tested online and the popular ones be adapted for TV, radio, print etc.
-And ads won’t be the only content. It will have entertaining and practical tips, advice etc. that the public will (hopefully) want to follow the page for.
**Secondary function:**Provide an audience to showcase community/PR efforts, and provide an audience to show our notices to (covid-19 notices, holiday notices, and any other short term information that needs to get to the public fast and cheap).
# Is there anything else an insurance company can use social media for that would benefit the company?
Also, I looked at the facebook pages for the US companies, and they seem to be using it for the same thing (PR and ads).
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4 Replies
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Some times the only reason for social media for an example: Facebook page, is to have reviews building your reputation up.
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I would use the account to work on the Brand/company identity and image. Particulary, I would transmit the company as transparent and close to the client or user. You could use the account to teach about a topic so unknown for some. Also you could work with positive clients opinions to maje a better reputation!
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***”Primary function:It seems obvious to me that for a business, social media should lead to conversions and or leads.” and*** ***Secondary function:**Provide an audience to showcase community/PR efforts, and provide an audience to show our notices to (covid-19 notices, holiday notices, and any other short term information that needs to get to the public fast and cheap).”*
None of the above actions sound social in nature the way you describe them. They are advertising and marketing. Try not to confuse this reality. It’s fine if you want to use social platforms for ads and marketing, but the platforms were designed to connect people with one another. IMO no social strategy is social if it does not include driving meaningful interactions – offering information and answers through comments. To be fair, most companies avoid interactions unless they have the staff to handle it, but I feel interactions are essential if you want to actually behave socially and drive true social results.
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Social Media is a great way to brand the company because it makes efficient use of small budgets with the ability to hyper-target your content to those that fit your typical demo profile. On top of getting brand impressions, there will be a direct marketing channel build with a percentage of users who decide to engage with your content.
Building up a following can provide you a sample for social listening. Ask your followers questions to get insight into what is most important to them.
Social Media provides you credibility as well. a business who utilizes social media will perform better than one that doesn’t, and one that utilizes social media regularly, will perform better than one who utilizes it, but not much.
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