For a small business, social media marketing is an important tool that also has a double-edge. When executed poorly, social media marketing can hurt your business and more importantly end up being a huge waste of time. Not every agent uses social media marketing so if you want to start here are some basic social media DON’TS for your agency.
Don’t Advertise on Personal Accounts
Don’t post on someone else’s Facebook Timelines. That’s equivalent to throwing flyers in someone’s yard. There’s an unspoken “no solicitations on personal profiles” rule that needs to be understood. In the best-case scenario, the person whose page you post will ignore it. In the worst-case scenario, the person will spread word of your trespass and you’ll look clumsy and rude.
Don’t Share Too Much
Don’t share your personal or political opinion on an online business account. This will immediately alienate half you’re clients. Think twice before posting an article or quote that shares a political or personal view, even if you personally didn’t write it. What you share is a reflection of you and your agency, so you have to be very careful.
Don’t Strike Back at Clients
Don’t try to defend yourself and your agency if a client bashes your business online. A client can write a negative review or point out flaws of the agent. The agent responds with a post slamming the client and all the things the client did wrong. Rather than being political and the agent saying he was sorry, the agent thought he’d defend himself and paint the client as a liar. This tactic can backfire and result in a negative representation.
Don’t Ask for “Followers”
Don’t beg potential clients to “Follow” you on Twitter or “Like” your page on Facebook. While you might find it necessary to have a large online presence you might find a better return of your time using a social network geared towards professionals. In addition to your other pages try using a service that is built for professionals such as LinkedIn. On your LinkedIn page you can post about your small business and specialties: whether it’s Medicare Supplements, Final Expense, or Investments. Now your agent information is available for potential clients, but you’re not filling up their personal account with “spam-like” ads to promote your agency. Focus on the quality of your online social presence rather than the quantity of “Followers” on your page.
Overall, remember this about social media marketing: it’s not an announcement, it’s a conversation. People consider their accounts and profiles to be there personal space, so respect that. Use social media the right way, and you can attract new customers and boost your agency. Use it the wrong way and you will find that time is wasted and business will not improve.
Original article posted by Tim Devaney and Tom Stein Source: http://www.forbes.com/sites/capitalonespark/2012/12/20/9-things-businesses-shouldnt-do-on-social-media/