When it comes to implementing social media tools, many organizations in the employee benefits industry are still very reluctant and the reasons we hear are varied. Some still do not understand the tools and how to use them while others are very concerned about the risk of negative comments appearing and what to do about it. There are concerns about violating HIPAA patient confidentiality laws and because many businesses have adopted policies that do not allow their employees to use social media sites at work, they simply don’t see social media fitting into their overall communications.

The unfortunate thing is that to an increasing extent, employers are using social media to engage employees on important topics such as benefits, health, wellness and healthcare reform. By ignoring these tools, third party administrators (TPAs) are missing out on opportunities to build relationships with employers, referral sources and plan participants.

Engage with Employers and Plan Participants

Today, nearly 10% of top companies are using social networking sites to establish two-way dialogue to listen to and influence employees. Employers are looking for new ways to educate their employees about their health benefits and the information they need to convey is becoming more and more complex. Imagine the value in giving employers a resource that will help them deliver information on how to better use their benefit plan. Social media can help create a workplace where employers and plan participants have constant access to timely information, wellness tips, disease management information, as well as updates on healthcare reform.

More and more employers are also confronted with a rapidly changing workforce and to meet the needs of a multi-generational workforce, information about health and wellness needs to be provided in new and different ways. When it comes to communicating, the same rules that existed for generations no longer apply. Some employees may respond to postcards and newsletters, while others want to receive updates and information by email or even text messages. What better way to help employers cope than for you, their trusted benefits administration expert, to utilize these tools in your own communications. Be ahead of the curve so when employers look for help implementing these tools to communicate with employees about their benefit plans, you can be a valuable resource for them.

Stop Trying to Control the Message

The fear of negative content being posted on social media sites stops many businesses from diving in. They are afraid that putting their business out there may bring back feedback that is less than fabulous. I guess you could say that too few businesses look at this issue from a “glass half full” perspective. A negative comment can actually provide you with a better understanding of your customers, prospects and employees. Being pro-active and addressing areas that need improvement can show how much you care about customer service. This approach can also show how much you care about your workforce.

Transparency is very important to today’s healthcare consumer. They want to know that the organizations they do business with exist in the social media space. They also want to know more about a company’s values, how they conduct business and they use social media to investigate and ask their networks for help or referrals. Social media tools allow you to bring life to your organization and create conversation with existing clients and contacts. They also put your service offerings in front of new employers, brokers and agents, which can generate new business and help you build valuable relationships faster than you could before.

Remember, This is a Two-Way Street

While many organizations question the value or relevance of social media tools, others are learning, first hand, that they really can be worth the time and effort if they are used effectively. Simply having a social media presence is not enough, and solely pushing information out without generating engagement isn’t the answer either.

Communicating through social media is a two-way street. As these networks evolve, listening to employers, brokers and plan participants will be essential in building long-term relationships and trust. But before you can listen, you first have to get people talking. Don’t just throw information at them, ask questions and engage! Find out what they need, what they are interested in hearing from you and what solutions they are looking for. One key to success in social media communication is word-of-mouth – you can’t just say it, you must get other people to say it.

To a large extent, social media is very similar to other more traditional forms of communication. While each organization will have different goals for communicating and engaging the public, every industry, including employee benefits administration, can find value in social media tools. The key is to let go of the fear, think about the upside potential and make a commitment to dive in and test the waters. Like other industries have experienced, TPAs who embrace these tools and learn to make them work for their business and their customers, will have a tremendous advantage over those who do not.