social media best practices for highly-regulated industries
DESCRIPTION
The factors that make social media marketing for regulated industries different, universal and regulated industry best practices and real life "do’s and don’ts!"TRANSCRIPT
Today’s Agenda Layers of risk unique to regulated industries Universal social media best practices Social media best practices for regulated industries Do’s and don’ts
Layers of RiskRegulated industry rules• Financial regulations: FINRA, SEC• Healthcare regulations: HIPAA, FDA
Company and corporate rules• Financial: Brokers and Planners• Medical: Groups/Subsidiaries
Layers of RiskAs they say on Facebook….
Layers of RiskBut….• Because of these risks, your competition may be reluctant to establish
a social media presence• This creates a big opportunity to stake your claim
Universal Best PracticesHave the right social media goals• Increased sales are an outcome, not a goal• Establish realistic short-term social media goals• Drive website traffic• Increase brand awareness• Strengthen communication with clients or patients
Universal Best PracticesEstablish your business on the proper outlets• Play to the communication strengths of your company• Match channels to appropriate target audience
Regulated Industry Best Practices
Know the rules• Know legal policies and guidelines• Know company rules• Protect privacy of clients and patients• Use common sense• Be aware of the “gray area”
Establish a solid execution plan• Even more important for regulated industries• Develop a clear content approval process• Devise a system for handing negative feedback• Know how to take conversations offline
Regulated Industry Best Practices
Do’s and Don’ts
Don’t • Share client or patient information• Ignore your audience
Don’tShare private information
Don’tIgnore your audience
Do’s and Don’ts
Be careful • Remain cautious of mentioning personal stories, even if you don’t
specifically mention the patient’s or client’s name• Ignorance (of “minor” rules) may not be bliss
Be carefulKnow the rules
Be carefulMentioning others
Do’s and Don’ts
Do• Post internal company news such as new hires or employee shout-outs• Humanize your business, share with your audience and have appropriate fun
DoHumanize your business
DoShare information
DoShare relevant historical references
DoShare did you knows/facts
DoShare Events
DoCompany news and updates
Summary Understand your unique social media opportunity as a
highly-regulated business Implement universal and regulated industry best practices Establish a strong execution plan Always know, there are social media tactics you can use
know matter what industry you’re in
Rachel StrellaOwner, Strella Social media
e: [email protected] t: @RachelStrella
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