Will Social Media Change the Insurance Agency?

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In the past decade, communication has changed dramatically. Facebook messaging has replaced traditional e-mail, and text messages and wall posts have replaced phone calls. There is no stopping this evolution and major brands as well as small businesses now include social media within their marketing plans. Gregg S. Marcus, a Long Island Insurance Executive actively uses social media discusses how insurance agencies can embrace this change.

With social media, consumers are more likely to purchase from an insurance agency if someone they know recommends it. The easiest way a past client can recommend an agency is to have a presence on some of the major social media sites, such as Facebook, Twitter and LinkedIn. Another benefit of creating and maintaining social media profiles is opening up a line of communication between your agency and the consumer. With an online presence, buyers can also receive speedy responses to their questions and quickly make comparisons between policies, saving them time and money.

Besides the obvious addition of expedited customer service, underwriting also has potential benefit from the use of social media. Underwriters can now learn more about their policyholders then they ever could, similar to recruiters checking Facebook when reviewing potential job candidates. These searches can allow for better pricing and better policing of claims in the future. Community relationships and sharing of knowledge could also help solve problems associated with risk assessment, especially with respect to global issues of climate or other environmental threats, pandemics, emerging risks, etc. Your website already allows consumers to download claim forms and file claims electronically, but social media combined with new Smartphone apps could enable claimants to file claims immediately after an event. Photos could be taken on the spot and claims submitted quickly. The claimant could credit payments directly to an account for immediate use.

The biggest drawback of the use of social media for insurance transactions involves the issues of privacy, risk, and control. Policyholders would never want their information to be widely distributed. There is also the possibility of negative comments being posted about poor claims processing or competitively more expensive products. Nevertheless, change is constant, and it is only a matter of time until the insurance industry begins to use social media as a tool to more effectively conduct business. Cost pressures and focus on younger consumers will drive its ultimate acceptance. Gregg S. Marcus  is active on all your favorite social media sites too! Like his Facebook page , follow him on Twitter , connect with him on LinkedIn , or keep up with his social bookmarks on Digg or Stumbleupon.

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