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THE "ROI" OF SOCIAL NETWORKING

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Insurance professionals are known for their ability to assess and manage risk, so the thought of opening themselves and their businesses up to public commentary from anyone with a keyboard and Internet connection is a cringe-worthy prospect for some. But consider this: The social networking communities are no different from a local chamber of commerce function, an 18-hole business meeting, or a three-martini lunch. The ability to connect with hundreds, even thousands of prospects in a way that fosters trust, educates, and shows that your business is focused on the right things does more to plant seeds for the future than quaffing any number of martinis. Agency owners frequently ask about the return on investment of social networking. Agencies, big or small, that can execute social networking effectively will be in a much better place in five years than those who choose to ignore or make a lackluster effort.

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