For health insurance companies, it’s hard to start conversations with your fans when things like negative industry perceptions stand in the way. But Humana broke through this wall by making their social strategy all about their fans’ goals — and how their community can support them.
In his presentation at SocialMedia.org’s BlogWell conference in Chicago, Chuck Stephens, Social Media Marketing Consultant at Humana, explains their Humana Hope campaign focused on reinforcing a healthy lifestyle.
Chuck also shares:
- What they put in their fans’ hands to help them spread the word
- How to handle negative word of mouth
- Why it helps to test your topics with your employees first