WEDNESDAY, JUNE 26, 2013
2014 marks the tenth anniversary of Facebook. It is hard to imagine that this billion dollar company, that has takes up so much of our daily lives, is barely even a decade old. The newest generation of teenagers doesn’t even remember a world without Facebook. To them, Twitter, Tumblr, Youtube, and any other social media website has always existed, and seemingly forever will. Needless to say, social media is here to stay, and it is up to the rest of the world to catch up.
Of course, the question remains: What does this have to do with the insurance industry? A business mostly populated with legal terms and paperwork. Where good customer service is a phone call and a smile as a post to a status on an online profile. The fact remains that social media has everything to do with the insurance industry in that it is more often than not a major component of their clients lives. It isn’t necessarily a way to generate leads, but a way to advance the relationship between the client and the agency. A company with a frequently updated Facebook page is a company with a brand, with more to offer than your regular old insurance industry. It is a company that believes it to be important to take the time and get to know their clients more personally than the signature on their policy. Even the terminology of the medium is important, the client and business are not only working together, but they are now also “friends.” This relationship is doubled when one factors in how much import Google and other search engines place on social media. A company with social media presence is a company with worldwide presence. It is a company that everyone knows, that is most likely incredibly relevant, and thus they will gain better rankings.
However, interpersonal relationships ,although the most important component, is not the only reason why a frequently checked social media profile is important for an insurance business. Believe it or not, a quick persual of a client’s Facebook page could also act as an effective fraud mitigation tool. Any insurer that writes in automobile, disability and/or workers compensation could easily check their clients Facebook profile after they receive a claim. You’d be surprised how many times we’ve seen claims of a broken leg acquired at the workplace only to find the client posting pictures of their relaxing bike ride through the park on their Facebook profile.
Of course, all of these benefits, practical and personal aside, also arise from the fact that a business that doesn’t at least have a Facebook page is no longer seen as completely legitimate. Like we’ve said before, it’s 2013. Customers now expect regular Facebook contests and updates of deals and savings over Twitter. I’m not saying that a Facebook page will generate significant leads, but it will generate significant conversations, and in a business that is built upon one person talking to another, there can be nothing more important than that.