Let's all admit it at once: insurance policies, claims, underwriting and technology might not be the sexiest topics, and you'd be hard-pressed to find a lot of average folks willing to admit that they'd like to see more talk of it in their social media feeds. If you're a producer, you most likely don't have the luxury of filling space with Snoopy or gecko pictures, like a lot of the big guys, and you're well aware that people usually don't feel comfortable being sold to on social media.
A lot of producers seem to be scared—a study earlier this year revealed that only 34% of agencies are using Twitter and 46% are using LinkedIn. Even Facebook use by producers only sits at 65%. And for any producer who wants to be taken seriously in today's 24/7, always-on Twitter landscape, it's crucial to find the right balance — inform but don't bore, find new customers but don't bug, appear relevant but don't seem too eager, etc.
Here are several key ways to find and build new relationships on social media.