SOCIAL MEDIA APPENDIX
Be Truthful and Not Misleading
It is of the upmost importance to be transparent, authentic, and honest. You should be truthful and accurate at all times, and you must be able to provide supporting documentation for everything you say or for any claim related to your business (otherwise your statements could be misleading).
Maintain Independence
One of the advantages of insurance marketing organizations (IMOs), like Company, is that they should allow each individual and organization to be fundamentally independent, even while striving for the same goals. In looking at any social media page, the public should be able to tell that each independent contractor and his/her agency and downlines are independent of the IMO.
You should correctly describe your relationship with Company. When setting up your page on a social media platform, you should never misrepresent your independent contractor relationship. In other words, you should never suggest that you are an employee, officer, or franchisee of the Company or any of the Affiliated Companies.
If a social media platform asks for your “Employer,” “Company,” “Current Company” or other similar category for your profile, you should only enter “self-employed,” “independent business owner,” or identify your specific entity (“John Doe Insurance”).” Because you are not an employee of Company, please do not insert Company as your employer on any social media platforms. If a social media platform asks for your “Position,” “Title,” or “Job Title,” you should only enter “Independent Agent” or “Independent Insurance Agent.”
If a social media platform asks for a “Description” or has an “About” section related to your profile or employment, your description should accurately reflect your business model, such as “As an Independent Agent, I protect people by selling insurance products that are right for them.”
Comply with this Agreement
You must comply with the Agreement in everything you do, including engaging in social media and online activity.
You also must comply with the terms and conditions of the social media platforms that you post on. Each social media platform has different terms and conditions. For example, certain social media platforms have terms and conditions that prohibit business related posts in certain industries and
businesses. For that reason, you should carefully read the terms and conditions of every platform you use and avoid use of those platforms that in any way may violate those terms and conditions.
You should also avoid posting on job recruiting websites that require you to suggest you are hiring an employee or offering certain compensation ranges (unless you are actually posting for an employee position rather than an independent agent position).
Do Not Make Earnings Claims
You should never make earnings claims with respect to yourself or successful agents in your business, even if those earnings claims appear true. Do not, for example, highlight that an agent has made or issued “$15,000 this month.” Similarly, you should not interview successful agents on a publicly posted video or podcast and ask how much that agent made or has made in a week, month or year. In addition, do not use graphics or images that could be understood to suggest that independent agents will make a certain amount of money. (For example, you should not advertise agents boarding private jets, driving luxury vehicles, wearing expensive jewelry, or engaging in similar luxury activities.)
You should not say that becoming an insurance agent will lead to “financial freedom” or “wealth.” This could lead to your statements being considered as misleading representations and subject you to serious financial penalties.
Do Not Misrepresent Business Opportunities
You should not create promotional content that may misrepresent opportunities with your business. Do not advertise an “average” or “typical” amount that agents make with your business. Do not suggest that there is a low degree of risk involved to participate in a money-making opportunity.
Do not state that “anyone can do this” or that “no prior experience is necessary” to earn income. Do not disparage other jobs or industries as a way to promote your business. For example, do not state “I was a plumber, now I make 10 times that amount.” Any of these could be understood as misleading representations and subject you to serious financial penalties. If a friend comments on a post and asks how he can start his own business or buy an insurance product, you can simply respond “Message me” or proactively call him or send a private message.
Avoid statements about your experience that may imply that anyone can do this.
Do Not Advertise Based On COVID-19
You should not discuss COVID-19 or the pandemic in a post where you discuss your business or Company. This includes your personal employment background (i.e., “I was a nurse who got burned out during COVID-19. Now I work for myself and have never been happier.”).
Even if well-intentioned, this could be viewed as taking advantage of a serious public health crisis. This, too, could subject you to serious financial penalties.
Do Not Use Pressure Tactics in Recruiting Agents Online
You should not use pressure tactics (i.e., saying an opportunity is available only to a limited number of participants or will expire) to convince someone to start a business. These types of claims can easily backfire online and cause complaints. Pressure tactics can endanger your business relationships with others and harm your and our reputation for honesty and fair dealing.
Do Not Use Someone Else’s Intellectual Property
You should not use someone else’s intellectual property, including copyrighted images, photographs, videos, songs, logos, or other materials.
Do Not Suggest An Affiliation With A Celebrity or Event
You should also not suggest that you have an affiliation with a business, celebrity, or non-Company related event. For example, you should not photoshop a picture of a celebrity into a Company shirt or hat. Similarly, you should avoid posting messages that incorporate big events that are not related to Company. For example, you should not post something like “It feels like March Madness with how many families are looking for insurance products. #NCAA #MarchMadness.”
Companies that are official sponsors of events like NCAA tournaments, the Olympics, and the Academy Awards actively search for and will take legal action against businesses who are trying to sell products in a way that falsely suggests an affiliation.
Be Positive and Professional
All content should be appropriate for all age groups and potential viewers. Your posts should not contain text or images that could be construed as offensive, controversial (anything political, religious, or related to a minority group), distasteful (no cursing, nothing sexual), or unprofessional (disguises, costumes, wigs). If you believe a message is on the fence, do not post it. No matter what, you should always aim to communicate with others online in a positive and professional way. Avoid controversies and arguments. Without in-person context clues,
statements can sometimes be understood differently than intended.
Lead By Example
Many independent contractors will mimic what they see you do on your own social media pages. This gives you an opportunity to demonstrate good behavior and to continue to be a leader in the industry.