Agents and brokers for State Farm and Farmers Insurance are gaining a new tool that will aid them in developing and maintaining a social media strategy while at the same time staying compliant with regulations and branding missions.
The two insurers rolled out a technology initiative today called Hearsay Social, which is a social media management platform designed to help “corporate/local” companies embrace the use of social media sites like Facebook, Twitter, and LinkedIn.
Hearsay Social is a software-as-a-service (SaaS) platform consisting of compliance, workflow, content management, and analytics on top of Facebook, LinkedIn, and Twitter. Advanced enterprise role and hierarchy management technology lets organizations manage social media efforts at local, regional, and national levels from a central dashboard.
For Farmers, the technology patches a hole that became exposed after the company launched a Facebook page initiative last year that resulted in many agents creating their own profiles to connect with their customers and local communities. It had to figure out how to ensure FINRA compliance and corporate governance on these local pages while empowering each of their 15,000 agents to have an authentic personality and voice on social media sites.
To learn more about Hearsay Social, how it works, and why it’s getting the attention of insurance companies like State Farm and Farmers Insurance, we spoke with Hearsay’s CEO Clara Shih, a former Google and Salesforce.com executive.
Listen to the conversation by clicking the play button below.