By Robyn Sharp, owner SharpSocialMedia.com

Insurance agents are constantly being told to use Facebook andsocial media marketing in their agencies. Social media marketing isan excellent place to reach out to prospects and developrelationships with current clients simply because of the volume ofpeople using it.

Facebook reported that in March 2012, on average, 398 million ofits 900 million monthly active users were active at least six outof the past seven days. This proves that Facebook has integrateditself directly into the lives of its users. It's simply wherepeople are hanging out online.

As an insurance agent, you want to go where your customers are.With traditional web advertising, you might create a website, dosome search engine optimization and then hope that people willsearch for insurance quotes online and find you.

Read related: “Are You a 'Conversation Company'?”

With social media marketing, you are creating a presence foryour agency in places where clients are already spending their freetime. This is why it is so important to use social networking toolsto build relationships rather than just push your insuranceproducts. These prospects are not out shopping for insurance, butrather being introduced to your agency through referrals, brandingand name recognition. It's a different marketing style and can takesome getting used to.

There are two good ways to market your agency on Facebook: firstby getting fans and then by focusing on your content.

Getting fans

A “fan” is someone who has clicked the “Like” button on youragency Facebook page. Basically, this means they have subscribed toyour agency wall posts and updates.

Look for ways to reach more people in the community that mightbe interested in your services at some point. Some agencies havehad success by donating $1 to a local charity for every newFacebook fan they receive within a certain time period. This workswell because people will automatically share it with their friendsand typically the charity will promote it as well. Jessie Niesen, a FarmersInsurance agent in West Chester, Ohio, gained more than 50Facebook fans in only a few days when she used this strategy anddonated to a local children's hospital. She helped out a localorganization and gained new Facebook fans for her business in theprocess.

You can also build up your fans quickly by sending an email toyour current clients asking them to follow you on Facebook. Thisworks best if you offer a good reason or incentive within theemail. For example, let clients know that you will be available onFacebook after a storm to easily get in touch and help them if theyhave a claim situation after hours.

Focusing on content

Once you have built up at least 100 fans, it's time to startfocusing on your content.

Content is simply what you write and post on your page. Manyagents rarely or never post and can't understand why they're notseeing any results from Facebook. Make it your goal to post everyday, or at least every weekday. Although this may seem like a lot,it will make a big difference in the results you see.

Facebook uses an algorithmcalled EdgeRank to determine which pages show up to the mostpeople consistently. It depends on a number of factors, but one ofthe main ones is how often people comment and like your posts.Consistent updates will lead to more comments and a higherranking.

Keep in mind that the posts you write do not need to be salesoriented. Many can simply be relationship building, community newsor helpful tips. Aim to mention quotes or sales only about 10percent of the time to retain interest and increaseengagement.

Read related: “Four Things I've Learned About Branding fromAgents.”

Another popular strategy is to write questions that encourageyour followers to interact with your page by answering them in thecomments. This will increase your EdgeRank ranking and also bevisible to your follower's Facebook friends. Basically, thismeans you will get noticed more.

By using these strategies, you will find your page steadilygrowing, attracting new prospects and leading to more quotes.You'll also be offering a new communication source with currentclients to increase customer service and loyalty. The faster youget started, the sooner you'll see results.