There’s a lot of advice out there on what tone insurance professionals should adopt in social media. We’re told to be approachable, accessible, honest, and friendly. In insurance, this can be crucial to giving your company a fun, engaging personality that pulls prospects in and generates interest. But what do those things mean in practice—and how do you pull off an approachable tone? Here are a few tips on what “being approachable” really means.

Even insurance agents and companies have to think about online reviews these days. Consumers talk about and evaluate everything they buy online—and they may be talking about you, too. Whether positive or negative, a single review can have a huge impact in whether or not prospects decide to work with you. And reviews are becoming increasingly more prevalent in search results as well—so your online reviews are often the first thing people see, well before the link to your website, when they search for you.