With more people looking to gather quotes online or working with operators at a call center, it’s challenging to highlight the advantages of having a local agent working face-to-face with prospects and clients.

Although our world is moving toward digital communication, customers still want to buy insurance from people that they know, like and trust. Agents can use social media as a tool to build relationships, provide value and ultimately create a community that may lead to new business and satisfied customers.

Facebook, with its 1.5 billion users (as of the third quarter 2015), has used its database to not only connect people with others, but also to connect people with businesses. Although Facebook is still a great tool to reach potential customers, organic reach is more difficult in 2016 than it was in 2012 because of an algorithm that filters content on users’ news feeds. Your agency may post something on Facebook, but it may not show up on your audience’s feed because of Facebook’s design. More exposure on the platform comes at a premium by paying to run ads or “boost” posts.