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Social Media Guide for Assisters

Our Social Media 101 for Assisters includes Facebook, Twitter and Instagram facts, basic social media terminology best practices to help you use social media more effectively, and more.

Quick Facts

Click to download Social Media 101 (PDF)

  • 69% of adults use at least 1 form of social media, 88% of 18-29 year olds
  • Majority of users check daily
  • Average American uses 3 social platforms

% of adults who use...

  • YouTube: 73%
  • Facebook: 68%
  • Instagram: 35%
  • Snapchat:27%
  • LinkedIn: 25%
  • Twitter: 24%

Social Media Terminology

  • DM/PM - Short for "direct message" and "private message." Private ways to communicate on Twitter and Facebook. Good for answering questions/customer service.
  • Hashtag - Searchable. Ways to connect with others around a given topic (e.g. #MNsure, #GetCovered, #ReasonsWhyYouNeedInsurance). Most common on Instagram and Twitter, but also used some on Facebook.
  • Mention/Tag - Adding "@" before a username (e.g. @MNsure) notifies user they’ve been mentioned and gives others a direct link to the mentioned account.
  • Share/Retweet(RT) - When you share content that was posted by another Facebook/Twitter account.
  • Reach - Number of people who actually see a given post. Organic reach is how many you reach without paying.

General Tips

  • Separate your personal and business accounts. They have different audiences and purposes.
  • Use images and video whenever possible to increase engagement.
  • Don't just promote events/ask people to sign up for things. Mix in stories, responses to current events, fun GIFs, etc.
  • Don't just post for the sake of posting. Have a plan for what you're going to post and how often. 

Facebook, Twitter or Instagram?

First, define your goals. Then choose the platform(s) that best meet those goals. Don't bite off more than you can chew. You don't need to be on every platform. Start with one or two and build from there. 


  • 2.2 billion monthly active Facebook users
  • Current newsfeed algorithms emphasize “meaningful connection”
  • Videos (especially live) reach more people than other posts
  • No need to post more than once a day
  • Have employees share posts for larger reach
  • Groups tend to have larger organic reach than pages


  • 300 million monthly active users
  • 280 characters per tweet (closer to original 140 characters is better)
  • Images & video increase engagement
  • Can post the same tweet multiple times per day & week
  • Engagement & reach depend on who sees the tweet (which varies throughout the day)
  • Not all your followers will see all your tweets


  • 800 million monthly active users
  • Primarily younger users (60% are 18-24)
  • Hashtags make it easier for content to reach people who aren't followers
  • High engagement rates compared to other platforms
  • Can only post links in ads or one link in bio, none in regular posts
  • Difficult to schedule posts in advance
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