The value of social media as a marketing platform is often understated and underestimated, especially in the property insurance sector. Social media represents millions of potential consumers interacting with one another on a regular basis. While these people primarily use social media platforms as a way to stay connected to friends and family, they have shown that they are willing to connect with companies as well. According to the Insurance Technologies Corporation, a Texas-based company specializing in various technologies associated with the insurance industry, social media is one of the most powerful tools available to the property insurance sector.
According to the Insurance Technologies Corporation, property insurance agencies throughout Texas have taken to social media platforms like Facebook and Twitter to reach out to consumers. The company notes that the most successful agencies that have done this are those that know their given market very well and know how to engage this market through social media platforms.
Social media could put a face on insurance agencies
The company notes that there is an effective strategy when it comes to social media marketing in the property insurance sector. According to Laird Rixford, vice president of products and marketing for the Insurance Technologies Corporation, one out of every seven posts made on Facebook should be self-promotional. The other posts should be more carefree and provide consumers with some modest degree of entertainment. Such posts can help consumers believe that an agency is more caring and connected to its clients, thereby making insurance products more attractive. Twitter is somewhat different, existing largely as a dynamic way for an agency and its customers to remain connected.
Social media may be better suited for certain sectors of the insurance industry than others
Social media may be an effective marketing tool for property insurance, but the same cannot be said for other kinds of insurance coverage. The Insurance Technologies Corporation suggests that attempting to market commercial insurance through Facebook would be a significant challenge that would likely end in failure. Overall, comprehensive knowledge of a particular market is likely to determine whether a social media marketing campaign is effective for insurers in any sector.
