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|Are You a "Conversation Company"?|
|Monday, 25 June 2012 09:53|
By Laura Mazzuca Toops
Another study of social media use by property-casualty insurers conducted by Corporate Insight points to insurers who are doing some pretty sophisticated things. On Facebook, Amica's "Connections" sitelet follows a road trip theme, allowing users to upload photos from their trips around the country; and GEICO's "Gecko Tracker," tying in to the company's TV commercials, encourages users to tweet a suggestion for the mascot's next destination (mine would be to send him to the Seventh Circle of Hell, but then that's just me).
All very well and good -- especially if you're a big P-C company with the staff and the financial wherewithal to make it happen. But here's where even the big guys may be missing the boat: According to the Corporate Insight study, although all firms use social media, only 42 percent offer blogs, and 42 percent include customer reviews. And the InSites study found that only six out of 10 U.S. companies listen to consumer conversations on social media, while only eight out of 10 answer client questions and complaints via social media.
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