BIP Winter 2024

matter what type of content you post, make it stand out visually. “Create compelling imagery, so when people scroll through your feed, it hits a nerve,” she says. “There has to be something about it that draws your attention.” Make it easy There are plenty of hacks when it comes to executing your social media plan. Prior’s favorite tools include Hootsuite, Canva and Buffer. “Buffer connects all of your social profiles on the back end,” she says. “You put the post in, schedule it, and it goes to [all your profiles] at once.” Use selective tagging While at one time hashtags and tagging were all the rage, social media algorithms have become more sophisticated. Prior suggests limiting the number of people you tag — and tag them in the comment section so they can start engaging with your post. “A best practice, especially if you’re shar ing editorial content, is to tag the author,” she says. “Your reach will go up exponentially.” Be interactive The more engagement you cre ate, the better your content will perform. “If someone comments on your post and you don’t have anything to say back, just like the comment,” she says. “Be prompt when people comment or message them back. That sends a message that you care.”

Five billion users turn to social media platforms for information, interaction and more. If your business isn’t there, you’re leaving a network of potential customers untapped. “Social media works best when you balance strategy with personality — let your audience see the real you while delivering content that matters," says Megan Thomas, owner of Social Coverage Collective and NABIP Marketing & Communications chair. But it doesn't need to be difficult or overwhelming, says Sheila Prior, president of Arizona NABIP. “When I talk to people about social media, a huge barrier is: How do I start?” she told attendees at NABIP’s Annual Convention, where she offered targeted tips to help jumpstart your social media presence. How to get socially savvy Streamline your messaging and workflow to make social media manageable.

Set goals “Don’t go into this haphazard and blind,” Prior says. Is your goal to increase brand awareness? Gener ate leads? Improve customer engagement? Be clear on your ob jective and then track the analytics that will measure your progress. Choose platforms strategically Every social media channel has a different target audience. Prior prefers using LinkedIn and Ins tagram because they best match her business needs. “You want the platform you choose to operate in to match the demographic you’re trying to reach,” she says.

Develop a content plan Creating a content calen dar, planning and scheduling posts are key to delivering efficient and consistent mes saging — and with consistency comes reach. Prior says agents shouldn’t be locked into just one type of social content. “People interacting with their families and pets just makes you feel good,” she says. Also, leverage product recommendations, thought leadership and infographics. And don’t ignore the potential of user-generated content, which goes back to the customer-client interaction through profiles. No

"Small, consistent steps on

social media can yield big results over time." — Megan Thomas, NABIP Marketing & Communica tions chair

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