It's me again, so sorry.
Jeff White here, Social Media and Community Manager at HawkSoft for five years. I’ve been managing brands on social media for 10-plus years, and I get the distinct honor and privilege of being HawkSoft’s eyes and ears on social media.
I’m stopping by again to address the elephant in the room right now for social media: AI.
First and foremost, like many folks have said before me, AI should enhance your relationships with your audience, not replace it. I’m here to write about a few ways independent insurance agencies can use AI to supercharge your social content strategy without losing the human touch.
Warning: I’m still in the beginning stages of using AI for social media, and I will only speak to strategies I have personally utilized. I won't act like I know everything about AI, because I don’t (no one does). The goal of this blog is to inspire you on ways that you could start using AI to help with social media if you haven't yet .
If you clicked on this blog for the signature Jeff White Mini Existential Rant™, be patient. In the meantime…
In this article - ways to use AI for social media:
My favorite, and I feel most beneficial, way to use AI in social content creation is to help find bite-size pieces of content to highlight on social media.
I help run HawkSoft's Insurance Perspectives Podcast, hosted by the fantastic Brad Boldt. Each week I try to find social-media-worthy tidbits to share with our audience.
I take the transcript of the podcast, upload it to Claude, and ask it, “Find 2-3 portions of this podcast that would be good reels for social media.”
Boom. It spits out three clips that I can use on social media. It includes a timestamp, why it thinks it’ll work, and a key quote to draw in viewers. Here's an example:
Instead of having to listen to the whole 30-minute episode, I now have three short clips to watch and choose from. Of course, you still need to edit the clip in your respective program (Riverside, Adobe Premier Pro, etc.). However, this workflow has saved me a lot of time, and time is money. Riverside, our podcast recording platform, does have an AI feature to help you find clips, but I find that Claude does a better job.
You can do something like this with other pieces of content too, such as a long-form article or a blog. Just make sure to check the highlights against the original!
We’ve all been there. It’s 2 p.m. on a Friday, and the weekend filled with relaxation is in sight. You still want to be productive and kickstart a few projects. What do you do?
I like to ask AI things to get my own brain’s wheels turning. Will I use exactly what AI spits back at me? Probably not, but it’s still useful to get ideas flowing.
For example, I was coming up with questions for one of our podcast guests recently and was hitting a wall. So I asked Microsoft Copilot, “If I upload a document, can you review it and create 10 questions to ask the author on a podcast?”
Copilot processed the document and helped me come up with questions. I used a few, reworked a few more, and the rest sparked ideas for the full podcast interview.
Our friends at Cara wrote a fantastic guest blog for us on utilizing AI in your agency. I created a post for LinkedIn, but I wanted different content for Facebook. I gave Claude this prompt:
“Create a Facebook post for this article: https://blog.hawksoft.com/how-to-scale-your-insurance-agency-by-layering-ai-on-your-ams”
It gave me two options:
1. Punchy hook:
More volume. Same headcount. That's what AI can actually do for your agency.
When you layer AI on top of your AMS — instead of running it as a separate side tool — it starts doing the heavy lifting: reading incoming requests, pulling policy data, drafting comms, generating certs. All within workflows your team already uses.
Our partners at Cara AI broke down exactly how to make it work👇
📖 How to Scale Your Insurance Agency by Layering AI on Your AMS
https://blog.hawksoft.com/how-to-scale-your-insurance-agency-by-layering-ai-on-your-ams
2. Relatable pain point:
Producers stuck re-keying data. Account managers buried in cert requests. Sound familiar?
AI isn't going to magically fix everything — but when it's connected to your AMS, it can seriously cut down the manual work that's eating your team's day.
Cara AI shared a practical breakdown of where to start (and how to expand from there). Worth a read if you're thinking about actually putting AI to work — not just piloting it.
🔗 https://blog.hawksoft.com/how-to-scale-your-insurance-agency-by-layering-ai-on-your-ams
The work is done now. Just choose one and copy/paste, right?
Source: Tenor
Not quite. You should still make edits based on your company’s brand. You can train Claude or another AI platform on your brand/voice, but for me right now it’s still learning HawkSoft’s social media brand voice.
Here are examples of revisions I'd make to Claude’s posts:
Here's how I edited option 1 to reflect HawkSoft’s voice:
More volume. Same headcount. That's what AI can do for your agency.
When you layer AI on top of your AMS, the AI does the heavy lifting instead of running as a separate tool. Whether it’s reading incoming requests or generating certs, working together with AI can improve your team’s productivity.
Our partners at Cara AI broke it down over on the HawkSoft blog. Read more in the comments. 👇
Once I had my edited version, I put it back into Claude to help it learn our brand voice, so next time it will create something better the first time around.
I am no expert at utilizing AI for creating social media content, but I wanted to share a look at the simple ways I’m using it to save time without completely replacing the human element. Now for presumably your favorite part of this blog, the Jeff White Mini Existential Rant™.
Social media is a great way to maintain relationships with your clients, but I encourage you to still put effort into it. Do not just copy and paste. Your clients are smart. They see a lot of content and they can sniff out AI better than you think. People want to see thought-provoking content from real people. Use AI as a tool to accomplish that goal.
Like everyone and their mother has said, “AI won’t take your job, people utilizing AI will take your job.” I think there is some truth to that statement, so do not be afraid to experiment with it. Talk to it and have fun.
Well, that's my cue.
Do you have thoughts on this? How are you using AI for social media? Connect with me on LinkedIn, I’d love to learn how real agents are utilizing it. Or heckle me, whichever you prefer. Thank you, and so long. 🫡
More on managing social mediaJeff White shares how to create effective social media campaigns for your independent insurance agency. |