In 2013, P&C firms improved social media strategies with blog posts, videos, conversation starters, and other brand-strengthening efforts.
Corporate Insight, a market research and consulting firm for the financial services, conducted a 2012 survey on social media use among 14 P&C insurers new to the trend. Those same companies now employ strategies on internal and external social media platforms to promote their brands.
“What we noticed is that firms are using these platforms as a way to build a relationship with consumers,” said Lauren Roncevic, head of property and casualty research at Corporate Insight. Over the past year, firms have especially increased their use of Facebook, Twitter, and YouTube to provide service updates and engage customers.