The insurance world is overcoming its fear of Social Media and realising the growing need for having a presence on channels such as LinkedIn and Twitter. However, knowing why and where to be on social media is not enough. The key to success is in knowing the types of content to deliver and how to deliver that content to the right audience. Social media is about engagement and encouraging your audience to, believe it or not, socialise with your brand. Although the clue is in the name, it is all too easy to forget that communicating via these networks should be focused on what your audiences want to gain from following you.
The buzz surrounding the #BIBA2014 and #BIBAFever hashtags last week demonstrated that brokers are catching up with the idea of online socialising and increasingly turn to these channels seeking relevant and timely information.
So what do brokers want?
According to Insurance Age’s latest Spring Sentiment Survey, the majority of brokers (86%) want product information, implying that insurers’ content on social channels should be a visually appealing, informative showcase of their products.
However, content should never be 100% selling, and needs variety to spark attention and engagement.
Respondents could select more than one option, and over 45% said they follow insurers hoping for opinion or thought-leadership pieces via social media. 44% think the likes of Twitter and LinkedIn should be used for business updates during surge claims events, while only 11% are impressed by amusing posts.
What types of content do you engage with most??
[photo credit: Rosaura Ochoa]
