Social Media Use in North American Insurers

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30 April 2013

A Snapshot


Social media began to impact insurers in 2009 as pioneering companies used the networks to promote and protect their brands. Over the next several years, various surveys charted its growing use and sophistication. As 2013 begins, social media in insurance has established a firm foothold in North America. However, strategies, goals and execution vary from company to company.

With this in mind, Celent and Locke Lord, LLP conducted a survey among their respective clients to answer the questions most often received about the use of social media. A new report, Social Media Use in North American Insurance, explores the benefits, barriers, plans, legal considerations, and business results related to social media in insurance. The feedback provides a snapshot of the current status and also an indication of what insurers expect in their "social" future.

“The survey data confirms that social media use in insurance has established a firm foothold in North America,” says Mike Fitzgerald, Senior Analyst with Celent’s Insurance Group and author of the report. “We see insurers of all sizes and in most lines of business on social for marketing, customer service, sales and catastrophe response functions.”

This 26-page report contains 20 figures. Click here for an infographic summarizing our findings.