Insurance in Plain English

Reaching the next generation of insurance consumers

Insurance agents: Make the most of social media

with 5 comments

Today’s (first ever!) guest post is from Ben Jamieson at Astonish Results, beating the drum on an issue that speaks to many of my readers.

I have spoken with so many insurance agents in the past year who have whined to me about their Facebook and Twitter campaigns as being a complete waste of time. Their approach to social media goes something like this – create a business account, upload a profile photo (usually the company logo), invite the wife and office employees to be friends or followers – then they ask, “why haven’t insurance consumers started flocking to my agency?”

If you want to take advantage of the opportunities social media can bring to your business or insurance agency, you must not assume it will happen without an effort. And it certainly will not happen overnight.

If I had to give three points of advice for improving a social media campaign it would go as follows:

  1. Create a page that is eye catching, unique, and speaks to your business brand. Ninety-nine percent (unofficial stat) of business pages on Facebook and Twitter come in the form of blandness and monotony. Make your pages stand out and sing to visitors.
  2. Interact directly with your visitors and encourage participation. Hold a contest, take a poll, offer a discount, give them useful information, etc. Keep people coming back with interesting tidbits and personal incentives.
  3. Track your metrics. Metrics are a vital aspect to a successful web and social media presence. Understanding your company’s metrics will keep you informed of what works and what doesn’t. There are several programs for social media analytics management, or you can handle it on your own.

I’m calling out to all insurance agents! Get with it! Use social media to your advantage or don’t use it at all. Social media is not a fad and the hype is very real. Get on board or get out of the way.

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Written by melissa

June 3, 2010 at 9:00 am

5 Responses

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  1. Great article because it’s true. So many other insurance agents around me just throw up a website, start a facebook &/or twitter account, and then ignore it. It’s called “Social” media for a reason. As Insurance agents, we should be better at this than just about any other segment of business. After all, we are social people.

    However; I would prefer they not catch on, as it’s giving me a huge advantage.

    Henry Israel

    June 3, 2010 at 9:20 am

  2. [...] This post was mentioned on Twitter by Melissa Cibelli, Astonish Results. Astonish Results said: @mcibelli Many thanks for sharing http://bit.ly/cn5Uj8. Little known fact about Ben, he enjoys rolling his own sushi. [...]

  3. This was a great first guest post. Those three things are what I am constantly saying to my clients in my own practice. I think the biggest thing that financial professionals who are using financial should do but don’t is track their metrics. Ask any successful business person about their “numbers” and they can tell you what they need to do to make their next goal. The same approach and diligence should be given to social media campaigns. Track the effort to get to the results!!

    Nunzio Bruno

    June 4, 2010 at 7:36 am

    • It’s all about numbers … which is tough for someone like me, an admittedly “non-numbers” person. But I’ve learned that to prove your worth, numbers are key. As social media matures, more and more methods are being developed to more accurately and appropriately measure results. However, just like the field of public relations, it’s an eternal struggle- I mean, how do you measure reputation?

      melissa

      June 4, 2010 at 1:06 pm


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