Toops Scoops: Insurers Find Social Media Lacks ROI. So What?

It may not "pay" right away, but ignoring social media will eventually leave you in the dust.

By Laura Mazzuca Toops | Updated on May 04, 2012

For the last several years, marketing experts have been telling everyone with a business how important it is to become more engaged in social media, that increased brand recognition will lead to increased sales. Now comes a study of insurers using social media suggesting that only half of that belief is true.

In the second annual study of asset managers and insurers conducted by Kasina, findings indicate that although 87 percent use LinkedIn, Facebook and Twitter to engage with advisors, policyholders and investors, ”very few” are seeing increased sales from their efforts. (This is based on preliminary information; the actual study is not yet available.)

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