Although less than a quarter of independent agents and brokersresponding to a recent survey are using social networking in theirmarketing plans, almost 20 percent are considering it, according toan exclusive reader survey of American Agent & Brokerreaders.

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-edge practices.When asked whether their agency or brokerage had a social mediapresence, almost 60 percent (58.1 percent) said no, 22.3 percentsaid yes, and 19.6 percent 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 networkingusers, 47 percent reported having a formal policy on what employeescan do on the Web during working hours.
Surprisingly, even Web sites are not ubiquitous. Although 81percent of respondents reported having an agency Web site, 19percent did not. Of those respondents with Web sites, the majority(32.3 percent) had supervised a redesign it over the past 6 to 9months, 24.6 percent did so more than 2 years ago, and 21.9 percentover the past year. In an open-ended question, several respondentscommented that they didn't pursue any form of Internet marketingbecause Web sales were "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.