Much of my professional life revolves around technology – rather the transformations taking place in our society that are being fueled by new technology. I know many can feel overwhelmed by “work” and talk about escaping and getting “off the grid”. For me, that wasn’t it at all. I really enjoy what I do. I like being on Twitter, Facebook, YouTube, and even email. I like keeping in touch and sharing experiences with family and friends and that includes business associates. Hiking in the Colorado Mountains is very special but it is also fun sharing my adventures on Twitter and Facebook.

Clearly, the social web is helping blur the line between our business and personal lives. I think that is a good thing. This past weekend helped me clear out the “cobwebs” and reminded me that it’s the journey not the destination that is important.

I know that many of you reading this blog fully understand this point. Yet, I think it significant enough to the ultimate success of anyone expecting to benefit from social networking that there is reason to revisit the issue.

Just because you can doesn’t mean that you should.

There is a fundamental difference between the old push or interruption type of marketing and social marketing. When using social networking it is expected that before you try and sell someone you first build a relationship with them, Or said another way, consumers in the social space expect to have a relationship with you and a certain level of trust before they buy. Be present so that when they are ready to buy they can find you. Just as you the first words out of your mouth at a chamber mixer would not be, “I sell insurance – please buy from me”. The same holds true on Facebook, Twitter or any other social app for that matter.

Spend time building and nurturing your relationships with friends, fans/likes and followers. You do that by being a participant in the conversation. Comment on others posts, provide subject matter expertise, and be transparent and honest. Remember, there is no quick fix here. Building relationships (online or offline) takes time and effort. Be a good social community citizen and be patient – success will find you.

What other mistakes do you see being made?

Agents Council for Technology (ACT). There are all kinds of great resources on this site including recorded webinars. The Best Web Marketing Strategy You’ve Never Heard is the most recent article and gives a step-by-step guide on setting up local search on Google, Yahoo, Bing and others. Local search is an important component to any agency’s social web strategy.

Insurance Journal “On Point” Podcast. I host this along with Peter van Aartrijk. These are conversations with interesting and informative industry experts on a wide range of industry topics. I think you will find the two most recent conversations with agency owners about their social media initiatives particularly interesting. McClain Insurance owner Claudia McClain’s discussion is here. The podcast by David Pullman from Parker, Smith & Feek can be found here.

I recently asked agencies and other insurance folks who were blogging to list their blog under the Discussion Tab on my Facebook Fan Page. Over 35 have now done so. There are some really good ones and if you are considering starting a blog I would highly recommend that you check some of these out. You can also access a list of industry blogs from the “Links” tab on this blog.

Also, here are a few resources that I think were particularly good in offering advice on how be more successful with social networking.

10 Ways to Grow Your Facebook Page Following

6 Ways To Use Video As A Small Business Owner

10 Social Media Best Practices for PR Pros

Finally, before I forget…. If you are not familiar with the Personal Lines Growth Alliance please go here and join (its free).

If you have recently found an article or video that has helped you transition into a Social Business, please share it with us. Just post it as a comment. Thanks.

Last Friday, I posted this on Twitter  asking anyone interested to go the discussions tab on my Facebook Fan page and post their blog URL. As of this morning, 22 insurance people have listed their blogs. No, this is not a comprehensive list – but clearly our industry is blogging.

Are you blogging? If not but are thinking about it, check out the blogs that are listed here. There are some really good ones and you will learn a lot about how to go about blogging by watching these bloggers.

If you have a blog it is not too late to add your Blog URL to the list or leave a comment on this post with your blog URL.

WAHVE is unique in that it is a model that is redefining retirement for many insurance professionals and offering a great staffing resource for agencies and brokers.

I am very much looking forward to being able to devote more time to this blog. Clearly the social web is evolving and transforming and I am fascinated by the changes taking place in our industry. What trends are you seeing? How are you using new tools to grow your business – or are  you?

Interestingly,  to date, none of the presenters was aware of an E&O claim specific to social networking. All agreed that agencies should feel comfortable using social media but should have a good social media guide/policy in place.

To access the recorded webinar or the PowerPoint click here.

So, here is the deal. I think that those of us who have been engaged in social networking for a year or more have an obligation to help and mentor those just getting started in this journey. “Liking”, being a “friend” or “following” someone comes with a certain responsibility. Good friends in the face-to-face world help each other and are honest with each other. They let friends know when they have a piece of spinach stuck in their teeth. They tell them when they have forgotten to zip their fly. The same honesty and willingness to help should exist in the on-line world. Give the gift of your knowledge and experience to your new friends. If they are shouting BUY ask them to tone it down, let them know that strategy is important, help them grow connections, and suggest tools and resources that will improve their social networking experience.

Are you with me on this?

The conversation contains some great tips for all of you bloggers out there. But Amber also talks about many other aspects of the social web and offers what she sees as some of the next trends – “The very nature of the online world is that it is evolutionary, Naslund says. “The location-based stuff is really popular. I also think that we will see more exclusive networking sites, ones that are smaller and more niche.”

Take a listen, then check out her blog and if you are just getting started with social networking download her free ebooks. They are packed with good advice.

Thanks Amber for your insight and guidance.