Frequently I hear from agents who tell me that they tried setting up a Facebook Fan page, using Twitter or perhaps even writing a blog – but it just didn’t work. I find, that many times these agencies dove into social networking without any clue as to why or what they expected to accomplish. They did not have plan – no strategy, no goals, and management was not involved. They engaged because they  they saw that Oprah was on Twitter or their competition was on Facebook and they felt compelled to jump in.

Like any business initiative, good management of the process is key to long-term success. Social networking is no different. When you purchased your first agency automation system, success depended on re-thinking how your business would be run and putting a team in place that possessed the skills necessary to leverage the new technology.

Before you blindly start down the social networking path, sit down and put together a list of goals then work to find a strategy that will work to accomplish them. Tactics and strategies are crucial in social media success. Besides having clear objectives your plan is going to need to address resource and participation issues, as well as, creating benchmarks for success and metrics for measurement. You will want to have a written policy guide.

Social networking is more than just a marketing tool. Sales, customer service, support, claims, and risk management can all benefit from a comprehensive social networking strategy. To that end it is prudent to engage people from all agency disciplines in the process of planning, creating strategy, implementing, and participating in your company’s social networking initiative.

The value you gain from social networking will not only effect the way you communicate, with your customers but it can also change the way you advertise, provide service, manage relationships, and perhaps even how you sell insurance.

Do you have a plan?

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