Social Media Manager - Insurance & Business Services Specialist
WHAT YOU'LL DO
Social Media Strategy & Planning
Develop comprehensive social media strategies for multiple insurance and business services client accounts that align with business objectives, target audiences, and brand positioning
Create insurance-specific content strategies that address the full customer lifecycle: awareness, quote consideration, policy purchase, claims experience, and renewal/retention
Understand and optimize for insurance consumer behavior including comparison shopping, life event triggers (home purchase, vehicle purchase, marriage, relocation), and seasonal patterns
Conduct competitive analysis, audience research, and platform audits to identify opportunities in insurance and business services verticals
Define content pillars, messaging frameworks, and brand voice guidelines tailored to insurance audiences and professional service consumers
Develop strategies that build trust and credibility for insurance brands while addressing common concerns (price transparency, claims reputation, coverage clarity, customer service quality)
Establish KPIs and success metrics for each client account, tracking performance against goals for reach, engagement, quote generation, and business impact
Leverage AI tools to analyze audience insights, predict content performance, and optimize strategy based on data-driven insights
Stay current on platform algorithm changes, emerging features, and social media trends in insurance marketing, adapting strategies to maximize organic reach
Monitor insurance industry trends, regulatory changes, and competitive landscape to inform content strategy
Content Strategy & Calendar Management
Create and manage comprehensive editorial calendars across multiple platforms (Facebook, Instagram, LinkedIn, TikTok, YouTube) for 8-12+ client accounts simultaneously
Plan insurance-specific content calendars that align with seasonal opportunities including:
Life event marketing (moving season, graduation, back-to-school, wedding season)
Annual enrollment periods and open enrollment windows
Policy renewal cycles and retention campaigns
National awareness months relevant to insurance (Distracted Driving Awareness, Fire Prevention Week, etc.)
Develop content mix that balances promotional messaging, educational content (coverage explanations, claims tips, risk prevention), community engagement, and brand storytelling
Create content themes and campaigns that support insurance business objectives including quote generation, brand awareness, policy education, and customer retention
Coordinate content timing around client priorities, seasonal trends, industry events, regulatory changes, and platform-specific best practices
Utilize AI-powered content planning tools to generate ideas, optimize posting schedules, and maintain consistent publishing cadence
Manage content approval workflows with clients and compliance reviews, ensuring regulatory adherence and timely production schedules
Balance evergreen insurance education content with timely, reactive posts that capitalize on trending topics, weather events, and cultural moments
Develop content series that simplify complex insurance concepts for consumer audiences (coverage types, deductibles, claims process, bundling benefits)
Write compelling social media copy that resonates with insurance consumers and drives engagement across all platforms while maintaining regulatory compliance
Agent/team spotlights and humanizing brand content
Savings tips and bundle promotions
Life event-triggered content (new homeowner tips, first-time car buyer advice)
Leverage AI tools for content ideation, copywriting assistance, and optimization to scale insurance content production efficiently
Navigate insurance advertising regulations and compliance requirements across all content
Collaborate closely with Creative team to brief designers and video editors on asset needs, providing clear direction on specifications, creative concepts, and compliance considerations
Review and provide feedback on creative assets to ensure they align with brand guidelines, platform requirements, regulatory standards, and strategic objectives
Create basic visual content and graphics using design tools (Canva, Adobe Express) and AI-powered design platforms when needed
Capture on-location content including photos and video footage during client site visits, industry events, or content creation sessions (bonus skill)
Edit and optimize content assets for platform-specific requirements including aspect ratios, file sizes, and caption lengths
Maintain organized asset libraries and content repositories for efficient reuse and adaptation across insurance and business services clients
Post Scheduling & Community Management
Schedule and publish social media content across all platforms using management tools (Hootsuite, Sprout Social, Meta Business Suite, or similar)
Monitor social media channels daily for comments, messages, and mentions, responding promptly and appropriately on behalf of insurance and business services clients
Manage insurance-specific community engagement including:
Responding to policy and coverage questions with accurate, compliant information
Directing quote requests and complex inquiries to appropriate client contacts
Addressing claims-related comments and concerns with empathy and professionalism
Handling negative feedback or service complaints according to client protocols
Navigating sensitive situations including denied claims, rate increases, or coverage disputes
Engage with client audiences authentically, fostering community growth and brand loyalty through thoughtful interactions
Manage social media reputation by addressing customer inquiries, concerns, and feedback in coordination with client teams while adhering to insurance compliance standards
Utilize AI-powered moderation and response tools to efficiently manage high-volume community engagement while maintaining quality and compliance
Escalate sensitive issues, regulatory concerns, or complex inquiries to appropriate client contacts with recommended responses
Identify and amplify user-generated content, testimonials, positive claims experiences, and brand mentions
Monitor and respond to reviews on Facebook, Google, and other platforms, coordinating with clients on reputation management strategies
Performance Analysis & Optimization
Track and analyze social media performance metrics including reach, engagement, follower growth, website traffic, and quote-funnel impact
Content performance by topic (coverage education vs. promotional vs. community engagement)
Engagement during seasonal campaigns and life event marketing
Click-through rates to quote pages and policy information
Audience sentiment around claims, pricing, and service quality
Competitive share of voice in insurance category
Generate monthly performance reports with insights, trends, and strategic recommendations for each client account
Use AI-powered analytics to identify content patterns, predict performance, and optimize future content strategies
Conduct A/B testing on content formats, posting times, captions, and creative approaches to continuously improve results
Translate social media metrics into business impact, connecting engagement to quote generation, brand awareness, policy education, and client objectives
Present performance insights and strategic recommendations to clients and internal teams through clear, compelling storytelling
Monitor competitor social media activity, insurance industry benchmarks, and category best practices to identify opportunities and maintain competitive positioning
Industry Expertise & Client Collaboration
Develop deep understanding of insurance products including home insurance, auto insurance, renters insurance, umbrella policies, and bundling strategies
Navigate insurance-specific compliance requirements including state regulations, advertising disclosure requirements, and industry-specific guidelines
Maintain expertise in business services industries including roofing, legal services, real estate, healthcare, and home services marketing
Navigate industry-specific compliance requirements across all verticals, particularly for regulated sectors like insurance, legal services, and healthcare
Educate clients on social media best practices, platform changes, and emerging opportunities relevant to insurance and business services industries
Partner with Client Success teams to align social media strategies with broader marketing campaigns, lead generation initiatives, and business development objectives
Identify content opportunities from insurance client operations including claims success stories, community involvement, agent profiles, customer testimonials, and risk prevention thought leadership
Participate in client meetings and strategy sessions, representing social media perspective and recommending integrated approaches
Stay current on insurance industry news, regulatory changes, InsurTech innovations, and category trends that create content opportunities
WHAT YOU HAVE
Required Experience & Qualifications
5+ years of experience in social media management, preferably in an agency environment managing multiple client accounts simultaneously
2+ years of direct experience managing social media for insurance brands (home insurance, auto insurance, personal lines) or financial services organizations required
Proven track record developing and executing successful social media strategies for insurance, business services, professional services, or B2B brands
Experience managing social media for insurance companies, insurance agencies, roofing companies, legal firms, real estate professionals, healthcare providers, or similar business services industries is highly valued
Deep understanding of insurance consumer behavior, purchase considerations, and content that drives trust and engagement in the insurance category
Knowledge of insurance industry regulations and advertising compliance requirements across multiple states/jurisdictions
Familiarity with insurance products, coverage types, claims processes, and industry terminology
Strong writing skills with ability to craft platform-appropriate content that resonates with insurance consumers and professional audiences while maintaining regulatory compliance
Expertise across major social media platforms including Facebook, Instagram, LinkedIn, TikTok, and YouTube, with deep understanding of platform-specific best practices
Proficiency with AI-powered content creation tools (ChatGPT, Claude, Jasper, Copy.ai, or similar) with demonstrated ability to produce high-quality, on-brand content efficiently
Experience using AI tools for content ideation, image generation (Midjourney, DALL-E), video editing, and performance optimization
Experience with social media management platforms (Hootsuite, Sprout Social, Later, Buffer, or similar) and native platform tools
Strong understanding of social media analytics with ability to interpret data and translate insights into actionable strategies
Proficiency with design tools (Canva, Adobe Express, or Adobe Creative Suite) for creating basic graphics and visual content
Nice to Haves
Bonus: Photography and videography skills with experience capturing on-location content including project documentation, team profiles, customer testimonials, and behind-the-scenes footage
Bonus: Video editing capabilities using tools like CapCut, Adobe Premiere, or AI-powered video editing platforms
Property & Casualty (P&C) insurance knowledge or insurance licensing
Experience with insurance technology platforms, quote systems, or agency management systems
Understanding of social media advertising principles and how organic content supports paid campaigns (execution handled by Digital team)
Experience managing social media during major weather events, natural disasters, or crisis situations
Knowledge of compliance considerations for regulated industries including HIPAA (healthcare), attorney advertising rules, insurance advertising regulations, and industry-specific guidelines
Experience with customer service and reputation management for service-based industries
Background in financial services marketing beyond insurance
Understanding of SEO and content marketing strategies
Essential Skills & Attributes
Exceptional organizational skills with ability to manage multiple editorial calendars, deadlines, compliance reviews, and stakeholder approvals simultaneously
Strong attention to detail ensuring brand consistency, regulatory compliance, platform specifications, and error-free content across all posts
Excellent communication skills with ability to build relationships with clients, collaborate with creative teams, and present strategic recommendations
Proactive problem-solver who takes ownership of accounts and drives results without constant oversight
Continuous learner who stays current on social media trends, platform changes, AI tools, insurance industry developments, and regulatory updates
Ability to work efficiently in a fast-paced environment with shifting priorities and tight deadlines
Professional demeanor with ability to represent insurance and professional services brands authentically and handle sensitive community management situations
Empathy and customer service orientation for managing claims-related inquiries and service concerns
Ability to simplify complex insurance concepts into accessible, engaging content for consumer audiences
REPORTING STRUCTURE
This position reports to the SVP of Strategy. This position collaborates closely with Creative, Client Success, and Digital teams.
