NU Online News Service, Dec. 11, 11:10 a.m.EDT

Twenty percent of agents and brokers in a reader poll said theyare considering using social networking for marketing, but lessthan 25 percent currently employ it, according to an exclusiveAmerican Agent & Broker survey.

Published in AA&B's December issue on Internetmarketing, the unscientific survey suggests that although agentsmay still be holding back from full involvement in social media,interest is strong in reaching customers through other Webmethods.

The online survey, which was conducted in October and November,included more than 600 participants of all sizes and locations. Thequestions focused on what types of Internet marketing methods userswere currently employing, from basic Web sites to Twitter andFacebook.

In general, the responses suggest that although most agents andbrokers are actively using more traditional Internet methods, theyhave been slower to get involved in more cutting-edgepractices.

When asked whether their agency or brokerage had a social mediapresence, 58.1 percent said no, 22.3 percent said yes, and 19.6percent said they were considering it.

Of those respondents who had a social media presence, 26.6percent used LinkedIn, 24.9 percent Facebook, 11.4 percent onTwitter, and 3.8 percent on MySpace.

Of the social networking users, 47 percent reported having aformal policy on what employees can do on the Web during workinghours.

Surprisingly, even the use of a basic Web site is notubiquitous. Although 81 percent of respondents reported having anagency Web site, 19 percent did not.

Of those respondents with Web sites, the majority (32.3 percent)had supervised a redesign over the past six-to-nine months, 24.6percent did so more than two years ago, and 21.9 percent over thepast year.

In an open-ended question, several respondents commented thatthey didn't pursue any form of Internet marketing because Web saleswere "undesirable."

Along with Web sites and social networking, other popularmarketing methods used to reach current and prospective customersincluded:

o E-mail marketing (49.3 percent).

o Search engine optimization (24.9 percent).

o Lead-based Web sites (13 percent).

o Interactive Web site such as reader forums (10.4 percent).

o Electronic customer relationship management (8.4 percent).

Other methods mentioned in an open-ended question includedinsurer-sponsored Web sites, online and print advertising,telemarketing, seminars, direct mail, cross-policy sales lists, andinstant quotes and purchase options on Web site.

For more information, see the story at http://www.agentandbroker.com/Issues/2009/December-2009/Pages/Diving-into-Internet-marketing.aspx.

(Laura M. Toops is Editor In Chief of American Agent& Broker, part of Summit Business Media's P&C MagazineGroup, which includes National Underwriter.)