In this episode of Business Accelerator, Jason Back and Alex Whitlock take a critical look at how brokers are using social media, and where many are getting it wrong.

As production quality rises and platforms reward visibility, the conversation explores why likes, views, and followers can create a dangerous illusion of progress without delivering real commercial outcomes.

The conversation challenges common assumptions around social media "success", drawing a clear distinction between awareness and trust, popularity and relevance. Back outlines a practical framework to help brokers think more strategically about their presence, focusing on clear positioning, demonstrated expertise, and the disciplined use of content to support long-term decision making by clients.

This episode offers a considered perspective for brokers assessing the true return on social media, questioning whether visibility is supporting or distracting from business objectives, and seeking to build credibility without relying on controversy, polish, or performative success.