Social Media: It Ain't What You Do, It's The Way That You Do It

Did you know LinkedIn started way back in 2003? This was followed by Facebook, Twitter and YouTube. Since then, the use of social media has changed dramatically and there are many more platforms from which to use.

Despite being over 20 years old and used extensively in most people’s lives, many brokers don’t see the value of social media.

However, how people use social media has changed and I say that when it comes to social media, it’s not what you do – it is how you use it.

Let’s take online searches. It is no longer the mainstay of Google. Clients are now also searching  through AI and social media platforms.

My Eyes Opened

I discovered so much more when I started working with Gemma Harvey. She opened my eyes to how people use social media to search for specific services, like a mortgage broker. And how they use to check out reviews. I learned quickly that using social media is so important to help my visibility and use many ways to be seen and push me in front of the crowd.

However, I do know many brokers still don’t see the value of social media, as I have already said. It is a valuable tool to us brokers but has to be used properly so I just want to share a few tips I have learned, especially since working with Gemma.

• Be clear what you want to do

• Consistency matters

• Be relevant

• Be human

• Tell stories

• Go behind the scenes

Clear What You Want To Do

Without a clear approach, it can feel like a waste of time. However, I learned that with the right structure, it becomes a consistent source of leads – and leads that are worthwhile having.

Consistency Matters

For me, success comes down to a few key principles. Let’s start with consistency. This  is the foundation showing up regularly builds familiarity and trust. It’s not about posting every day, but about being reliable enough that your audience knows you’re active and engaged. Be Relevant

Relevance is just as important. Your content has to speak directly to your audience’s world - their questions, concerns, and goals. Generic content gets ignored. But specific, insight-driven content gets attention.

Be Human

Being human is what makes the difference. People don’t connect with polished corporate messaging, they connect with personality, honesty, and real experiences. That’s what builds trust.

And ultimately, it’s about being helpful. If your content educates, simplifies, or adds value in a practical way, you naturally position yourself as someone worth speaking to.

When you combine those elements, social media stops being “pointless” and starts becoming a genuine business tool.

To be human, I have a mixture of showing my face on my posts and share videos of me and my family on stories. This helps connect new clients to me something they might like about me or find in common. There are so many different mortgage brokers out there, but clients want to feel they can trust someone and get to know them before making the first contact.

I Want To Tell You A Story

Another tip I want to share is storytelling. This is crucial. It’s what makes people stop, engage, and remember you. Without it, even good information can get lost in the noise.

For me, it’s not about choosing between my own stories or my clients’. it’s about using both in the right way. My own stories build connection. They show how I think, what I’ve learned, and give people a sense of who I am beyond the service I offer. That’s what makes you relatable and helps build trust over time.

Behind The Scenes

My final tip is that I try to give an insight on my routine day to day and show potential clients what entails being a self-employed advisor. I want to show them the value of my work.I stick to more professional for my posts and keep my personal self on stories to followers.

This is so people can feel connected to me and show my personality. I do believe videos really helps people connect with me and do want to do more of these to reach a larger audience and be seen to my ideal clients

Final Thought

Working with Gemma Harvey has really helped me get confident in the value of social media. More importantly, it has meant I have got real value from it. Social media is not pointless if you do the right things right.

After all, it ain’t what you do it’s the way that you do it.