Social media is a nearly ubiquitous endeavor among insurers, and a surprisingly large number identified customer service as a critical area of potential value, according to a new survey from Celent, which encourages insurers to build social tools into their marketing, product delivery and customer service processes.

A little less surprising, the biggest barriers to entry, as indicated by respondents, were legal, regulatory and compliance uncertainties. This makes even more sense considering that more than one-third of insurers admitted they have not established a social media strategy. “This can create a risk management issue in the areas of employment law, regulatory compliance and protection of intellectual property rights,” Celent said.

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