Social media is no silver bullet, but it enhances relationships and lets brokers reach new contacts, according to Zurich Head of Customer and Product Proposition Nick Cook.

“It’s not an advertising campaign and it’s not a set-and-forget platform,” he told brokers at a Zurich Generation Z seminar in Melbourne last week.

The company surveyed 700 brokers last month, asking which social networks they use daily.

It found 39% use Facebook, 10% use LinkedIn, 8% use Twitter, 4% use Skype, 4% use YouTube and 1% use Pinterest.

But when asked which sites their company uses daily, the figures fall to 9% for Facebook and 5% for Twitter, although LinkedIn rises to 11%.

LinkedIn users search for expertise, not friends, Mr Cook says. He suggests listing skills and seeking endorsements.

He suggests adding a QR code to business cards, so they can be scanned with a smartphone to access LinkedIn profiles or other information. Some 70% of respondents own iPhones, while 17% use Android phones and 13% have a BlackBerry.

Mr Cook also recommends adding business details to Google Maps and getting involved on Twitter – searching for a topic in which you have expertise and answering users’ questions, for example. Connect with industry leaders and follow the target market, he says.

When making a Facebook page for a business, use a professional cover photo with a logo and phone number, he advises. Links to videos about claims can also be posted.

But do not expect Facebook to drive sales: “It’s not the answer but it’s part of the answer.”

Mr Cook says some people compare social media with “yoyos and hula hoops. I don’t think social media will go out of fashion, although the brands may change.”