Facebook, Twitter et al. provide useful connections to clients and customers
Social media. For many insurance companies and producers, the term conjures confusion and skepticism. For a smaller but growing group, social media spells opportunity—to strengthen their brands, generate leads and retain more of their customers. In what we hope will be an ongoing conversation in these pages, we will shine a light on social media, cut through the hype and discuss what participation in social media can and cannot accomplish for producers and the companies they represent.
For those who still believe that social media represents a fad that will disappear at some point or that it is only for the young, let me dispel those notions at once. Aside from a wealth of statistics that document the popularity and exponential growth of sites such as Facebook (350 million active users as of January 2010) and Twitter, and that one of the fastest-growing groups of social media users is over the age of 50, social media has staying power because users have control over much of the content and what they choose to access. Continue reading