How does an insurer realize the return on investment with social media? The answer to this question, many will say, is unknown. Analysts at Celent set out to find the answer and discover what is important to consumers and agents. For its report “Realizing the ROI of Social Media in Insurance: Listen to the Mirror,” Celent used the search tool, Salesforce.com Marketing Cloud, to extract—from social sites—380,000 customer posts (not originating from insurer sites) that mention a targeted14 insurance companies. Celent does not identify the companies in the report, but states all are either tier 1 or tier 2 U.S.-based insurers with a concentration in P&C.

The research results indicate that social media’s value lies in improving insurer operations, specifically in service, product management and claims.

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