How Commercial Insurance Decision-Makers Use Social Media
Commercial insurance decision-makers frequently turn to brokers/agents when it comes time to purchase. According to December 2014 research by LinkedIn, nine in 10 decision-makers/influencers in purchasing commercial insurance/employee benefits at their organizations used a commercial insurance broker or agency for at least some purchases—and social provides a way for both parties to conduct research about and connect with one another.
US commercial decision-makers polled were most likely to leverage social media for industry-focused commentary or perspective. Looking up credentials about a prospective broker or agent, or simply finding one to work with, were the second and third most popular use cases, highlighting the need for brokers/agents to have a strong social presence. Decision-makers were also open to communicating with prospective or current brokers/agents and wanted relevant content from them. Seeking out and staying up to date on emerging industry trends, such as risks, liabilities and coverage issues, were also common social use cases among this group of respondents. Read the rest at eMarketer.