A survey of 120 U.S. P&C insurers finds them increasingly leveraging social media platforms for business purposes. Conducted by IVANS, an electronic communications services provider, the study notes that return on investment for social media initiatives can be difficult to measure and says that carriers must work with their distribution partners to ensure a cohesive strategy.

Survey findings indicate that joint social media strategies that cultivate customer relationships and improve agent-carrier communications need to communicate thought leadership and provide guidance on privacy and security issues. Doing so creates a consistent message that will further strengthen the brand, and lead to greater growth.

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