The media furor over social media right now is reaching a yawn-inducing high, as headline after headline continues to call out every agonizing, minute new detail in its development. While the coverage is perhaps overkill, many in the insurance world are still slow to recognize that the endless buzz does, in fact, warrant bite.
Indeed, in my research for an upcoming story on social media as one of INN’s Top 5 Trends for 2011, I was shocked to learn from multiple sources that many insurers still deny their employees access to social media sites in the workplace. Sure, the use of social media for recreational purposes differs from how the company might use it as a sales, service or recruiting tool, but the mindset regarding the technology needs to be changed.
“It’s an interesting conundrum that insurers face with social media right now,” says Forrester Research Senior Analyst Ellen Carney, who points to a lack of governance structures in terms of how they’re going to use social media as the reason. “But let’s face it, employees are accessing it from their iPhones and using Facebook at lunch,” she says. Carney adds that insurers are planning to set up Starbucks-like cafes in their cafeterias that would offer open access to their employees because they understand its importance.
Ok, so some carriers are caving into workers’ demands and accepting that this shift in how people communicate and interact is at least important for employee morale, but are they also ready to accept that it’s a game-changer for the business?
At the TENCon conference in Chicago in September,
Stoking the flames further, Terry Golesworthy, president of
Given all this, it seems a natural inference that if social media is where the customers are, and employees are demanding it (let’s not forget, they’re customers, too), then the game has, perhaps, been changed.
Alex Vorro is a senior editor with Insurance Networking News.
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