Why Social Media Makes Sense for Independent Insurance Agents - Part II of a Series

On one hand the wide spread use of various social media sites like Facebook, is quite revolutionary. While I certainly agree that all of the tools that are emerging in this space are indeed revolutionary, I think it is very important to understand that what these tools are designed to accomplish are not at all new ideas.

Facebook has turned into this giant community, with over 300,000,000 users. You and I are a part of this community; your family and friends are part of this new community; so are your customers, prospects, employees and competitors. And those facts make Facebook the perfect media for independent agents. Independent agents have always been integral parts of their communities. Where ever you live, I will guarantee you that you would not have to look very long or hard to find an independent insurance agent that is absolutely plugged in to his/her community. They lead various civic and charitable organizations. They are leaders for Boy Scouts and Girl Scouts, involved in their churches, coach youth sports, and on and on and on. I can not think of a single valid argument as to why insurance agents would not equally embrace and become involved in this new community as well. This new community gives agents an excellent opportunity to expand their circle of influence. With great ease, agents can position themselves to give advice, make recommendations, share experiences, and interact with various groups. Exactly the same things you hope to accomplish when you go to your Rotary luncheon.

By nature, many insurance agents are "people people". Ever since I started in this business in 1991, I've always heard that the insurance business is about "relationships". Facebook gives you the opportunity to strengthen and build relationships. By doing so, you will generate leads, provide greater customer service, and allow your customers to feel like they know you! If you are indeed a people person, doesn't that require that you go where the people are? If this is a relationship business, shouldn't you be focusing on building relationships?

Some agents and agencies will claim that Facebook is a fad, or that it has no pratical business applications, or that it creates too much E&O exposure, or that it will waste too much of their employee's time. While some of these issues will need to be appropriately addressed, none of these truly raises a valid enough concern to ignore this revolutionary opportunity. I feel so old by saying this, but I've been in this business long enough to remember many of those same objections being raised because of fax machines, internet access, email and cell phones. Can you imagine doing business today without those tools? I think a few years from now we'll all be looking back on Facebook and the other forms of social media in the same light.

In the next article in this series, I'll share with you some specific ideas on using Facebook to increase your agency's standing within this new, huge, wonderful community!