In the second of a three-part series, Insurance Age looks at how brokers can promote themselves to current and potential clients through the full range of media available. This month focuses on the advantages of social media.
Ralph Savage, director at RTS Media writes: “Online social networks have moved into the mainstream. We’re at ease with our online selves, our avatars have nice pictures instead of wobbly, handheld squinting mug-shots and there’s a lack of self-consciousness with which the lingo is used, tweets are sent and links are created.
But for many the whole party can still seem a little far removed from the reality of day-to-day life, prompting an understandable preference to stick with established forms of communication. With that in mind here’s a layman’s guide to some of the most popular, simple and above all, free-to-use tools which can help you make the most of online social networks.
Twitter advanced search
Twitter should also be called White Noise. Hundreds of millions of people thinking and talking at the same time cannot be described as anything else, but with Twitter’s advanced search tool, you have the means to tune into your favourite show. With every tweet published and indexed, this tool means the world is your oyster when it comes to earwigging on the public. Type in your keyword, add a language and location and, hey presto, you’d be surprised what people are talking about and how relevant it may be to you. I have it on good authority that dentists listening to people complaining about toothache on Twitter have built sustainable practices by tweeting their sympathies back and linking a special offer to boot.
Tweetdeck, Hootsuite and Social Oomph
Yes the silly names abound, but forgive this particular trio for they are free and very useful. Essentially they do the same thing as Twitter’s advanced search, but they take it to the next level by allowing you to aggregate searches, topics, lists and accounts into a single software application.
For the iPad users amongst us, Flipboard has to be the most intuitive social networking tool available. Owing largely to the fact that a substantial portion of the material we ‘share’ on Twitter, Facebook or Linkedin tends to provide a link to an article or web content we want our friends to read. Flipboard arranges these into a magazine-style format which is so easy on the eye you’d think you were the editor of your own newspaper.
Why are these useful?
Online social networks are a useful way of monitoring consumer sentiment. Understanding how to decipher the white noise of Twitter, LinkedIn, Facebook – as well as up and coming networks such as Pinterest or Tumblr – can provide insights and opportunities to marketers that were simply not possible before the advent of these new technologies. Considered as a component of your marketing strategy alongside traditional communication channels, they can offer context and even instant opportunities for users who take the time to learn and listen to peoples’ conversations.”
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