“Content is king” is a phrase touted as the key to successful social media participation (which it is). But what makes content compelling? What makes an insurance buyer want to come back to a producer’s or company’s Facebook page or blog again and again? And more importantly, what makes that buyer want to share that content with their friends and neighbors?
Ways to save money on a homeowners or auto policy or how to avoid straining one’s back shoveling snow are valuable topics. But just like your mother telling you one too many times to eat your broccoli, a steady diet of lectures wears thin quickly.
Not every post needs to be a masterpiece, but every one should pass the smell test. Will this post deliver a bit of advice or insight or humor? And will those reading it take it in the same spirit in which it is being given?
Productive social media is more about listening than it is about talking. If you are listening carefully to your current and prospective policyholders, what content would they most value? And are you sending signals that you want their comments and suggestions and stories? And when they do comment, criticize or praise, do you respond in a manner that invites them to return?
