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Social Media Marketing for the Licensed Insurance Agent (Specializing in the Senior Market)

If you don't already know sixty-two percent of Americans 65 and older use Facebook, according to a Pew Research study. That statistic should be enough for you to at least do the bare minimum on social media for your business.

What is the bare minimum?

  1. Create a business page/profile on different social media platforms.

Yep! That's the bare minimum. If all you do is create your page or profile, those that prefer social media will be able to find you. You don't have to have tons of post and followers for someone looking at your page to find your phone number or location. Still not convinced? Think of it as simply putting your phone number in the phone book. The bare minimum for social media is FREE and should be taken advantage of.

What is doing more than the bare minimum?

  1. Make insurance and non insurance post
  2. Ask for likes/followers/shares/recommendations
  3. Add link to your Facebook page in signatures/emails
  4. Basically using everything Facebook offers for free

One of Facebook’s biggest benefits is the amount of information it lets brands share with their fans. In the “About” section, you’re not only able to create an engaging bio to tell fans who you are and what you do, you’re also able to share specific details about the operation of your business. Under what Facebook calls “Basic Info” is a whole form that businesses and organizations can fill out and share details like: hours of operation, accepted payment methods, and the availability of parking around your place of business.

Facebook also allows you to add milestones—like the introduction of a new product, the opening of different store locations, or the date you first hosted an annual event—is a great way to deliver important information to all the people who will soon be discovering your Page.

What is doing the most you can do?

  1. Paying for advertising

Yes, that is the only additional step you can take to be exercising every option Facebook offers.

But what about specifically the Senior Market?

This is most important and maybe should have been mentioned first but I wanted to convience you to create your business page first.

Remain Compliant!

  • Targeted ads must comply with CMS marketing rules.
  • If an individual follows your page, likes or comments on an activity, Medicare brokers cannot take this as an “okay” to solicit Medicare to them.
  • If someone reaches out to you for more information, provide a SOA form.
  • Must not give the impression that you are associated with Medicare or have any government affiliation.
  • Disclaimers are no longer needed on generic posts
  • Generic content will give you the most flexibility (Generic content stays away from naming specific products).

Generic Post Example

  • Can respond to social media statements but not beyond the scope of comment. If you want to give an individual more information, you can respond by providing a phone number where they can contact you.
  • If your materials will include your phone number, you must clearly indicate that calling the phone number will direct an individual to a licensed insurance agent or broker.
  • It’s best to use carrier-provided materials that have already gone through CMS review. 
  • Cannot post specific details for products offered in the next contract year before October 1.
  • You can save an infographic from an article and upload it to your social media post. If you do this, be sure to include the link for the third-party article that has the infographic in your post to credit the original source.
  • Ads or invitations to sales events. Any material that advertises a sales event must include this disclaimer: “For accommodations of persons with special needs at meetings call <insert phone and TTY number>.” (MCMG, Appendix 2, No. 6)
  • You can repurpose client comments from social media, but there are a couple of stipulations to follow.
    • Before repurposing this statement to use in your advertising materials, you must have a signed release from the client who wrote the post.
    • The individual must be a current enrollee of the carrier’s plan being mentioned.
    • The individual must identify the carrier and/or product by name.
    • The carrier must be able to substantiate any claims made in the post.

Social media for insurance agents and brokers who sell Medicare doesn’t have to be difficult. Remember, generic content is the “rule of thumb” when posting on social media to make things simple and easy. But if you choose to post specific plan information and need more guidance, or you’re unsure about what you can post on your page, Eldercare is here to help you remain compliant.

Give us a call at 800-777-9322 for additional help or for access to our already pre-approved social media marketing pieces.

"Don't use social media to impress people; Use it to impact people."