When it came to decision-makers’ demand for details, commercial insurance brokers and agents were happy to oblige, with about nine in 10 saying they used social media to list credentials and expertise. And they were doing just as much client research on their side, from finding and conducting due diligence on prospects to identifying potential risks at the firms. Agents/brokers were also serving clients the material they wanted, with about half saying they shared content relevant to clients/prospects, posted commentary or perspective on industry topics, or shared advice on risk strategies.
Among consumers as a whole, social engagement with insurance brands is strong compared with other financial services categories. According to October 2014 research by Shareablee, insurance brands accounted for 47% of social engagement with US financial services brand social network pages, compared with 22% for investment products and services, 17% for banking, 13% for payment services and 1% for loans. In all, 83% of insurance brands had a social network presence, behind only banking (88%). Read the rest at eMarketer.