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Insurance Business | 10 Dec 2013, 07:50 AM Agree 0
Insurance has ‘a major issue’ with social media, according to one industry supremo – but ignoring it is not the solution.
  • Scott Gunther | 10 Dec 2013, 09:24 AM Agree 0
    Interesting comments on Social by industry leaders. Wonder if they have Social Media Strategies, Processes and People driving the Social Operations within their businesses, and whether they have thriving Customer, Partner & Employee Social Networks?
  • Chris Southcote-Want | 10 Dec 2013, 10:27 AM Agree 0
    In times where social media is such a high profile medium, and having become such a big part of everyday modern life, it seems interesting (and quite out dated) that there would be a fear of the potential negative connotations of it's use.

    I firmly belief that it needs to be embraced as a positive tool - one of the greatest channels to be able to communicate what's awesome about your organisation, to the masses in the quickest time possible whilst also being a golden opportunity to identify and asses public perception of your brand, at the earliest possibility, so you can put a plan in place to manage and improve this.

    Surely, having a tool that provides you with immediate customer perception, whether good or bad, is a great thing?
  • Broker in Melbourne | 10 Dec 2013, 10:52 AM Agree 0
    There is so much information we can put onto social media to help our clients become more knowledgeable generally - the things we do for clients (ie. newletters or bulletins on regulatory requirements or legislative changes) - all this is great info to pass on via social media, particularly twitter!
  • Terry Golesworthy | 11 Dec 2013, 01:04 AM Agree 0
    Social media is a communication channel with two big differences, it is two way and largely in the public domain. Insurers have no choice but to embrace, it's where the customers, employees, agent are. Documented failures illustrate individual errors in judgement but we did not stop using copier machines when people took pictures of their butts after Christmas parties. We have an obligation to understand and use to our advantage because other surely will.
  • Greg Matthews | 11 Dec 2013, 01:05 AM Agree 0
    I think that we could easily have changed the headline on this one ... "Insurance company executives are uniquely uninterested in prioritizing a real understanding of social media's costs and benefits." If you look at people like Holly Potter and Vince Golla at Kaiser Permanente, Ben Foster at Allstate or Carissa Caramanis O'Brien at Aetna (among many others), you'll see that insurance companies can make tremendous use of social media as a reputation agent, customer service channel and even a sales channel. The real problem is that that many insurance company executives haven't gotten beyond the knee-jerk responses we see above - because it just hasn't been important enough. This article is a good proof-point that communications strategists still have a big hill to climb in this space.
  • Mike Langford | 11 Dec 2013, 07:21 AM Agree 0
    Insurance is actually perfectly suited for social media. The majority of policies are still sold via in person interactions with agents. Relationships matter and social media tools are the some of the most powerful relationship management tools ever known to man.

    Insurance agents have been using social for years to connect, listen and engage with clients and prospects. For them social represents a cost effective marketing tool set that also provides indicators of a prospect's need for their product.

    Sure, carriers might find it more challenging to engage in a way that gives executives the warm and fuzzy that consumer brands get by wowing the masses via social but that doesn't mean it's futile. There is still a great deal of benefit to be had in branding, education and facilitating their army of agents in the field.
  • Melissa Hartmann | 11 Dec 2013, 10:43 AM Agree 0
    Customers have always had the ability to talk to their community about their insurance. The only difference is that now the conversations in their community are online and visible, whereas they used to be shared with family and friends.

    The real question for insurers is, are you willing to listen and be a part of a conversation that your customers want to have about your products and brand? Or would you rather pretend it's not happening?
  • terry J | 11 Dec 2013, 10:47 AM Agree 0
    FB has become the new - pointless.
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