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Testimonials can be a very effective sales tool. Very few things appeal to prospects better than a list of happy customers—people so happy they’re willing to go on the record to recommend you. Of course, the more testimonials you have, the stronger your social proof will be—and you can’t leave that up to chance.

You can ask for testimonials in a variety of ways. One of the more effective is to use social media to encourage people to leave comments that you can then publish on your site. Here are a few ways to leverage social media to generate the kind of testimonials that shore up your sales message.

Your Facebook page. If you build a Facebook page for your insurance practice, it will come with a Reviews tab that allows visitors to leave candid comments and reviews for your business. Just move this tab over to “visible,” and be sure to encourage your site’s fans to leave a review. You can use these reviews on your website as well as on your Facebook page.

Your LinkedIn profile. LinkedIn is designed to encourage people to recommend you. LinkedIn is set up to solicit reviews for you as an individual, not your practice—but this can still be an effective sales tool for a small insurance practice. It can also be effective for larger insurance businesses, as your salespeople can collect their own recommendations—which will reflect well on your business as a whole. With permission, you can use these reviews on your employees’ company bios on your own website.

Your Yelp profile. Many insurance businesses have a strong local customer base—and it’s important to be featured on local search. Yelp, CitySearch, and Google Places are all powerful tools for people looking for local services, and you can share the reviews you attract on these pages on your website. Often, the more reviews your customers leave for your business, the more you’ll come up in local search results for the type of insurance you sell—so encouraging your customers to leave reviews on these sites can help your SEO.

Social media can help you collect testimonials that promote your business—and demonstrate your value to your customers. Use Facebook, LinkedIn, local search, and other platforms to encourage reviews, and include the best ones on your website on a single dedicated page—with permission if necessary. Social media can be a valuable tool for building a collection of testimonials quickly—and growing your business.