The “Age of Information” has left our digital landscape riddled with an overflow of excessive data and yet, simultaneously, also created an “expert in all things” culture. While there’s no question that the internet offers too much information for any individual to ever fully filter through and understand, some companies have come to the false conclusion that the information they find online eliminates their need for brokers or other experts they once employed. Internet-based benefits companies are particularly notorious for cutting traditional brokers out of the equation.

Why social media?

In today’s climate, it’s more imperative than ever for brokers to illustrate their long-term value. A great way to create that image is by tapping into social media in an effective and efficient manner. While the internet has made the broker’s job more challenging, it has also opened up a unique opportunity for brokers to tangibly solidify their expert status, provide greater value to their clients, and to build deeper relationships, which is the very bedrock of the broker’s profession.