Insurance Industry to Incorporate Social Media Strategy

For years, many insurance agents have had the same sales pitch, “review your annual premium… here are the list of what needs doing… the important thing is”…

With the advancement of technology, those sales pitches are already obsolete. It’s time to change your own approach and get ahead before anyone else gets into it. Well, in fact, a lot of agents are already using far advanced tactics and incorporating technology to score an insurance premium.

Say for instance, Axis Capital, with a group of insurance and reinsurance companies from its main office in Bermuda to branches in Singapore, Australia, United Kingdom and to over ten states in the United States, has already incorporated the use of social media to its advantage and has set up a personal inquiry chat box in their website for clients who would want to inquire online. This strategy is not only done by major companies like Axis. Rampant use of online technology is also being integrated in insurance businesses in Bangkok, Thailand, Singapore, Tokyo, Japan, Jakarta, Indonesia and Seoul, South Korea.

However, social media is not just used to market insurance products. Companies are using social media in forensic data mining to discover workers’ compensation fraud. Moreover, social media is also being utilized as a customer service tool as well as a medium for insurance carriers to gather perceptions, suggestions, complaints and real time encounter and reactions from consumers about the various issues arising in the industry. Finally, insurance companies have increasingly utilized social media in post catastrophe events as an effective way to contact, inform and communicate with insured regarding the claims process and other relevant and timely information.

Before social media emerged, many insurance companies are spending billions of dollars for advertisements and campaigns. These marketing efforts are oftentimes rejected and face skeptical responses. Social media, on the other hand, allows companies to share as much information needed to better understand the business and use language that can be understood by average consumers.

Producers should also be interested in social media in order to relay the right information well. Historically, producers have networked within a defined geographic territory. Because people generally only buy from producers they trust, developing trust has generally meant face-to-face interaction. However, as people grow more accustomed to trusting relationships developed online, producers who excel at developing such relationships will likely pursue licenses and sales opportunities outside traditional geographic areas.


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