Today more than ever brand is being defined by consumers and what they think is more important or has more influence than your brand messaging. Interestingly enough, even if you are not engaged in social networking it is having an impact on your brand. In fact, not engaging in social networking may be doing great harm to your brand.

When you search for a business on Google are you more likely to click on and follow-up if the business has a website link? What impression are you leaving with potential customers if they can’t find you on Linkedin or if your profile is poorly done and incomplete? If Facebook and other social sites have replaced the yellow pages, what damage to your brand is taking place if you can’t be found? How do you think consumers feel about an inactive Twitter account or a Facebook page that has not been updated for several months?

Social networking is not a project. Rather, it is about being a social business and has a great deal to say about who you are and what you do.

Are you using the new tools of social networking to help position your brand in a positive way?

If this sounds familiar, maybe it is time to slow down and reconsider:

- Are you providing substance?
- Are you engaged in the conversation?
- What is the right balance between quality and quantity of contacts?

After you begin to engage in social networking for your business, it is the quality of the contant that will keep your followers coming back.  Substance can come in many flavors. But any way it comes, it should be good, interesting, valuable content.  And that content should come from the heart, mind and soul of you and your company.

Granted, sizzle is good. It helps to attract prospects. But to turn them into profitable customers who are loyal to your brand, you need the steak beneath the sizzle.

The inbound, permission-based marketing of today relies on the concept of content marketing. Content marketing is based on the notion that prospects and customers want to buy insurance from someone who they perceive as providing value. They want to work with someone who is a thought leader or expert in the field of insurance. In other words, they want to buy from someone who helps them become more informed and intelligent. Content marketing is the polar opposite of lizards or wads of cash wearing glasses pitching a sales message.

This should be good news for many insurance agents and brokers. Used properly, the social Web can be an effective medium for delivering value and high-caliber communication.

I realize this is contrary to the way many “experts” operate. It is the opposite of hording information/knowledge. What I advocate is using your blog, Facebook posts, tweets or participation in Linkedin Groups not as a megaphone for your sales message, but instead to freely share your knowledge and consistently provide quality content.

Don’t we want to do business with people who are knowledgeable?

Clearly the tools of the social Web work well with individual consumers. But they also can work and they are relevant to communicating with, marketing to, or servicing business clients.

The all-too-common excuse (‘what works in personal lines won’t work in commercial lines’) is an argument that is not only wrong–but it’s an excuse that is denying many companies the opportunity to reap the benefits of the social Web.

The truth of the matter is that whether creating a relationship with a personal lines or commercial lines customer you are doing so with individuals. All consumers want to “feel” that they know their business partners and want a relationship built on trust. Social media allows you to humanize and personalize your corporate brand.

Don’t take my word for it. Here are examples of insurance agents and brokers that are making effective use of social media with business customers:

Founders Insurance Group, Inc.
Parker Smith & Feek
American Collectors Insurance
Holmes Murphy
Clinard Insurance
Noyes Hall & Allen Insurance

As you check out their blogs, videos, Linkedin accounts, Facebook Fan pages and Twitter streams, you’ll see a variety of approaches:

– Some of these organizations are using blogs to position themselves as subject matter experts and become curators of insurance relevant content.

– Some use video to amplify their message and strengthen their brand. For example, Holmes Murphy has used video to record customer testimonials from commercial clients.

– Some have tapped Facebook and Twitter to provide new opportunities to introduce themselves to prospects and clients.

In addition, these tools enable these companies to build awareness, stay relevant, generate curiosity, engage in the dialogue, and invite participation in the conversation.

Social networking is not new. Rather, it represents a new way to interact with customers. Smart agents and brokers will increasingly assimilate and fold social media into their overall business strategy.

What is your experience in using “social” in the business space?