Insurers Must Go on Offense With Social Media

MENLO PARK, CA--(Marketwired - Nov 26, 2013) - Insurance companies must engage their customers in real time because social media rants from unhappy customers can do real damage to an organization's reputation, Brian S. Cohen, president and CEO of Pacific Specialty Insurance Company, writes in the November edition of National Underwriter. 

Most airlines and retailers respond fast to complaints. It's time for insurers to step up, he writes.

"The organization must incorporate social media into its day-to-day operations. Most companies make a common mistake when it comes to their social media strategy. They set up accounts on the popular social media tools like Facebook and Twitter but don't do much after that," he writes.

Cohen advocates opportunistic use of social media. For instance, when there's a major storm brewing, insurers can use social media sites to offer tips on how to secure the home and inventory personal holdings.

Routine service can be put online too.

"Why can't a policyholder video the interior of their home and then post it to their account online? Need assistance on what to video and how to describe the contents? Press a chat icon and let the policyholder receive assistance," he writes.

Since customers tend to post only when they're angry with their insurer, how can insurance companies find out about problems customers are having before they are angry enough to call? 

"Establish a team dedicated to scouring all social media for comments about your company," Cohen advises.

The full article, "Leveraging Social Media: Going On the Offensive," can be read at http://tinyurl.com/nl5x496.

Based in Menlo Park, Calif., Pacific Specialty serves individuals and small-business owners with specialty and general policies, including homeowners insurance, recreational vehicle insurance, motorcycle insurance and business insurance. It is represented by independent insurance agents and brokers that give customers personal counseling and a choice of competitive carriers. Admitted in all states, it is rated A (Excellent) for financial strength by A.M. Best Co. It was recently named to the 2013 Ward's 50 list of top-performing insurance companies for the third year in a row.

More information is available at www.pacificspecialty.com.