June 8, 2009

Crafting An Insurance Social Media Strategy

P&C And Life Insurers Are Getting Social With Customers And Agents

This is the third document in the "Social Computing In Financial Services" series.

by Chad Mitchell

with Benjamin Ensor, Courtney Tincher

Executive Summary (This is a document excerpt)

Property and casualty and life insurers market some of the most boring consumer products and brands. Times are changing, though, as emerging direct brands like Esurance and traditional agent-based insurers like Liberty Mutual Insurance are developing their social media strategies and trying to change brand perceptions. Auto and life insurance customers continue to flock online to research and buy insurance. And insurance agents are using social networks for training and recruiting. Insurance eBusiness executives should build a social strategy that addresses customers' and agents' problems, prepare for risks, and measure what matters.

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