Do you know what your audience wants on social media?
That was the crucial starting point for the Transamerica social media team in late 2018, when took over the channels owned by two subsidiary sister organizations: Transamerica Agency Network (TAN) and Transamerica Financial Advisors Inc. (TFA).
To understand what they were dealing with and how they could make the most of these social media assets, the team decided to do an in-depth audit of all Transamerica online channels.
“We had never managed those pages,” says Nils Thorson, brand strategy manager at Transamerica. “We had viewed from an ‘Are they on brand?’ perspective, but we had never really delved into those channels at all. So if we were to take them over, we wanted to make sure that we did our homework, that we approached this in the best possible way from an information perspective.”
The first step was to understand the complete picture of Transamerica’s social media presence.