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!"

1. Today’s Agenda
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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
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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
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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
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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: rachel@strellasocialmedia.com
t: @RachelStrella