Insurers can increase the actual and perceived value of social media use by extending social search tools and processes beyond marketing departments and into the core operations of the organization. That was the finding of research conducted by Celent and released in a report: Realizing the ROI of Social Media in Insurance: Listen to the Mirror.

Companies can realize the ROI potential of social media by applying it broadly across the enterprise, not only as part of their marketing activities, according to the report, which focuses on North American property & casualty insurers.

Celent used a social media search tool to extract consumer postings from social sites that mentioned any one of 14 insurance companies. The report analyzes over 380,000 social posts at both macro and micro levels.

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