iscover 
In a recent episode of Business Accelerator, Back sat down with Broker Daily director Alex Whitlock to examine how engagement metrics such as likes, views, and followers can create a misleading sense of progress, even when they fail to translate into real commercial outcomes.
“Attention is not proof of value,” Back said.
“I think we get confused with things like 'likes' and views and comments, which create emotional feedback but not commercial validation.
“A lot of people think social media is a silver bullet to get converting clients, when in fact it’s really top of the funnel. What it’s doing is creating awareness. A lot of socials, marketing and advertising is fantastic for creating awareness. But then we’ve got to start asking some different questions about getting clients from consideration to decision.”
Back and Whitlock agreed that as social media has proliferated through the industry – many have been going to greater lengths to stand out from the crowd. In doing so, however, brokers risk undermining their credibility.
“It’s a world of rage bait we live in now,” Back said.
“I’m seeing this creep into our industry a little bit, where we’re getting people making some pretty big, bold statements.
“But in our industry, which is very much based around relationships and trust, do we want to be that controversial, where we have to be seen as rage bait?
“I think the mistake brokers make is that they mistake being noticed for being chosen. It’s easy to act like a clown on social media, but in reality, is that going to take your client to the next step? Visibility without conversion really inflates confidence, but it also hides weakness.”
Position followed by proof
According to Back, effective use of social media must begin with clear positioning. Before posting content or engaging external agencies, brokers need to be explicit about what they want to be known for.
While neutral or generic content may attract attention, Back said it rarely drives conversion. Authority, by contrast, is built through consistency, predictability, and a clearly articulated point of view.
“I’d really like brokers and business owners to be thinking about what they want to be known for. Do they have clarity of stance? This isn’t about how much stuff you put out there. This isn’t about how often you do it, but your key ideas, your positioning that you’re willing to repeat,” Back said.
“By having a position, by being clear about your voice and your message, your authority will come by being predictable.”
However, Back said consistency alone is not enough. Brokers must also be able to substantiate their positioning with proof.
Rather than relying on credentials or polished success stories, Back said that trust is built by demonstrating how brokers think, make decisions, and solve complex problems. Content that reveals judgement, trade-offs, and reasoning can be more compelling than surface-level outcomes.
“Proof is not credentials, it’s demonstrated thinking and outcomes,” said Whitlock.
“Unlike a real estate agent who can show the picture of a house and say we’ve got a record price and we’re the agents that you should use, it is much harder for brokers to demonstrate their excellence and their problem-solving skills.
“It’s not about showing every case study, but we need consistency of judgement. Proof can be found in client patterns, decisions made, lessons learned, or trade-off choices.
“Thinking should go beyond just saying, ‘I saw a client, we had a great outcome, and this is why you should use me’. I’m looking at the evolution of how we could take this thinking to the next level. I want your content to show how you think.”
Back warned that this approach was not a one-size-fits-all process, but for those who harnessed social media to rise above the surface-level engagement to become an authoritative voice in the industry, the prize was for the taking.
He added: “There’s no quick win when it comes to social media. There’s no single post for many people out there that just turns the tap on. All of this comes as a part of a process.”
Social media activity in focus
The conversation comes as more scrutiny is placed on how brokers - and other finance professionals - promote their services across digital platforms.
This week, the MFAA released a guide for brokers about managing advice risks in client conversations and urged brokers to review their marketing and social media practices.
The association is also calling on the financial services regulator for clearer, more practical guidance that reflects the legal realities of the Best Interests Duty, and what brokers do, when it finalises its upcoming Regulatory Guide 234 Advertising financial products and services (including credit): Good practice guidance (RG 234).
The MFAA has put forward nine recommendations to ASIC to help it improve its guidance.
Find out more from Jason Back and his advice for winning at social media in Broker Daily's Business Accelerator podcast, here:
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