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Social Media Best Practices for Highly-Regulated Industries


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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!"

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!"

Published in: Social Media

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    • 1. 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
    • 2. Layers of Risk Regulated industry rules • Financial regulations: FINRA, SEC • Healthcare regulations: HIPAA, FDA Company and corporate rules • Financial: Brokers and Planners • Medical: Groups/Subsidiaries
    • 3. Layers of Risk As they say on Facebook….
    • 4. Layers of Risk But…. • Because of these risks, your competition may be reluctant to establish a social media presence • This creates a big opportunity to stake your claim
    • 5. Universal Best Practices Have 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
    • 6. Universal Best Practices Establish your business on the proper outlets • Play to the communication strengths of your company • Match channels to appropriate target audience
    • 7. 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”
    • 8. Regulated Industry Best Practices 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
    • 9. Do’s and Don’ts Don’t • • Share client or patient information Ignore your audience
    • 10. Don’t Share private information
    • 11. Don’t Ignore your audience
    • 12. 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
    • 13. Be careful Know the rules
    • 14. Be careful Mentioning others
    • 15. 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
    • 16. Do Humanize your business
    • 17. Do Share information
    • 18. Do Share relevant historical references
    • 19. Do Share did you knows/facts
    • 20. Do Share Events
    • 21. Do Company news and updates
    • 22. 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
    • 23. Your photo will be added by MarketingProfs Rachel Strella Owner, Strella Social media e: t: @RachelStrella