I recently attended a dynamic ACT/AUGIE/AIMS Conference (Agents Council for Technology/ACORD User Group Information Exchange/American Insurance Sales and Marketing Society) where much of the discussion was focused on agency and carrier partnerships for social networking. Our industry is at a pivotal point to gain market share if agents and carriers partner together in their efforts to attract consumers.

Right now, we are working against each other. Agents think that the carriers are approaching the social campaign from an over-regulated, ultra-boring, exceedingly technical viewpoint. And that is not what consumers are looking for. The most successful social media campaigns are those that do not directly address insurance issues, but indirectly resonate with consumers from an emotional place. Consumers react and interact with campaigns that get their attention subtly rather than a bold “Buy From Me” position or using stale contractual language.

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