NU Online News Service, Jan. 4, 3:40 p.m. EST
As the use of social media and the realization of its possibilities expand, a major independent insurance agent's group released a report to give producers ideas on how to develop policies to manage the new business channel.
The Independent Insurance Agents & Brokers of America's Agents Council for Technology (ACT) released a report titled "Creating a Social Web Policy for Your Independent Agency."
The 12-page report contains a checklist of key steps for agents to take in developing and implementing an agency's social Web policy, sample policies from some prominent companies, examples of possible provisions to include, and suggestions for a social Web code of conduct for agency employees.
Agents can also visit the ACT Web site to view actual policies that two independent agencies are using today.
"Agents are understandably excited about the potential of the social Web to expand their marketing reach, shape their brand and enhance their client communications," said Jeff Yates, ACT executive director, in a statement.
Mr. Yates added that "agents also want to know what their risks are in using social media, how they can make sure these tools do not detract from their employees' productivity, and how they should structure their agency's social media policy. ACT's new report seeks to help with each of these three issues."
"It is good management to deploy a social Web policy that clearly lays out what is and isn't permissible when employees are presenting themselves as representatives of your organization," said Rick Morgan, ACT Web 2.0 Work Group chairman and principal of Rick Morgan Consulting.
"Agency employees participating on the social Web can contribute greatly to enhance their firm's brand online by giving the firm a 'personality' and revealing the quality and expertise of its staff. This guide will be an invaluable tool for agencies, brokers and carriers as they embark on their social media journey," said Mr. Morgan.
Additional information about the report and related material is online at www.iiaba.net/act through the "Websites & Social Media" link.
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