Advocates are valuable for every business. This is especially true for insurers where recommendations and referrals have always been a vital aspect of success. The majority of the social media debate within the industry has been on the potentially negative consequences—complaints by unhappy and noisy customers, and company representatives not heeding regulatory compliance rules. As a result, insurance social media strategies have often centered on countering negative comments and issuing strict ‘no social media’ instructions to agents and employees. This approach, while a valid defense, means that many insurers are neglecting their most obvious brand advocates—their own staff and agents.

American Family is one insurer looking at the problem differently with an internal program called Amplify. The company collates positive news in social media-friendly formats and encourages staff to distribute this to their own social networks.

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