Bridging the Gap

Franklin D. Roosevelt once said in his inaugural address that “Only Thing We Have to Fear is Fear Itself”

I have often heard from insurance agents that they are concerned about Social Media and putting themselves out there on the world wide web.  They say they are concerned that employees will abuse the privilege.  They are also worried that employees will post inappropriate content. 

While I do understand the fears, I believe that with proper education and guidelines in place that your insurance agency and employees can both benefit with the Social tools that are available.

For Example:

A producer (Fred) has a Facebook and Twitter account they list on their business card.  A current client (Ann) is talking to a friend (Johnny) that mentions their auto insurance rates have gone up.  Ann tells Johnny about her terrific insurance agency and gives him Fred’s business card.  Johnny notices that Fred has a Twitter and Facebook account and decides to go look up Fred’s accounts.  Johnny notices that Fred is actively informing agents of services the agency offers, as well as speaking about the agencies community efforts.  This impresses Johnny and he decides to call Fred the following day for a quote.  Fred is friendly and knowledgeable.  Fred also has a competitive rate to offer Johnny, which he accepts.  Johnny is so impressed that he posts on Twitter and Facebook―what a friendly and knowledgeable producer that Fred is. Johnny’s friends have seen this post.  They are also looking for auto insurance and give Fred a call.  The link continues as Fred asks Johnny’s friend to visit the agencies Facebook Fan Page and to let others know what he thought of the experience with the agency.  The next time someone Googles the agencies name they pull up the Facebook Fan Page for the agency with client testimonials. 

There is the fear that a customer may not have been happy with the service and may post something negative about their experience.  If that were to happen in your agency the best step is to respond.  Ask the client what you can do to make the situation a positive one.  If the content was posted in a public venue then you should also respond in kind so other potential clients know you are listening and following up. 

I recently wrote that “The fear of change often prevents us from moving forward and holds us back.”  A friend (Teresa Comer-Kitchens) responded that we should “fear regret, not failure and to Bring it On.”

I agree―“Bring It On.”