hen Jason Burns changed careers , he needed a way to demonstrate his intimate knowledge of both the final-mile and risk management for final-mile providers . He chose social media .
Burns , a former CLDA president and final-mile company owner , showcases his two decades of experience in both worlds with informative video posts on LinkedIn . After a lifetime in the final-mile , he ’ s now a principal with the CUI Agency , specializing in risk management for those in the final-mile industry .
Social media has significantly benefited his insurance career , and he believes it can be just as effective for last-mile companies . “ Everyone is trying to attract new customers , new partnerships and new ways of getting exposure to the right people ,” comments Burns . “ I think in today ’ s world , leveraging social media is an incredible tool to do that . I ’ ve been doing videos lately because they are more easily consumed . Using social media this way helps businesses and business leaders gain exposure , control the narrative and touch 1000s of people with a single post .”
Burns believes that consistent social media posts build content that creates long-term , durable credibility . “ With each video , you ’ re building a library about yourself , your business , your product and your services . Over time , that library becomes your resume and capability statement ,” he says .
Positioning as a Thought Leader
For Burns , it ’ s all about establishing himself as a thought leader . He thinks this idea can be very powerful for last-mile providers who need to develop trust with customers . In Burns ’ case , he uses social media to position himself as having a unique combination of industry experience and insurance knowledge . “ My ultimate goal is to position myself as a fina-mile thought leader on industry news , risk management and insights .,” he says . “ Coming off my CLDA presidency , it was important to continue building upon this platform , which allowed me to establish meaningful relationships with many industry leaders . My end goal is that when someone thinks final-mile , I want my name to come to mind .”
His posts feature practical knowledge , contemporary developments in risk management for those in the final mile , and informative industry insights . The idea is to share knowledge and help those in the industry protect their companies . “ Final-mile owners are desperate for more transparency , understanding and ultimately a trusted resource to help protect them from potential exposures . I know this because I ’ m only a few years removed from sitting in their shoes . Now that I have a new perspective on risk management , I feel compelled to share information that I know would have positively impacted my business . I ’ ve worked hard to build a positive reputation that has resulted in a high level of trust amongst my peers . No disrespect to the insurance industry , but I don ’ t identify as an insurance guy . My approach is , ‘ If I owned this business , how would I best protect it ’ Not what I can sell or upsell to make more commission . My reputation is all I have ,” he says .
Social Media as a Business Driver
The medium has been an essential tool for Burns to build his customer base , and he thinks it can also be productive for last-mile providers . “ It ’ s
summer 2024 I customized logistics & delivery Magazine 37