Social media sites such as Facebook, Twitter, and YouTube may be major global forces, but a review of such activity in Florida's insurance community shows limited engagement.
"We have discussed the use of social media but have not made any decision about it," said Sam Miller, executive vice president of the Florida Insurance Council. "We know the use of social media is something we should address. However, we are swamped with a number of crises right now. When we get beyond these crises we will look at it again."
The Florida Property & Casualty Association maintains a blog on its web site (www.fpcaonline.com) under "News" and posts new material 3-4 times per week, says Don Silver, a spokesman. Silver said the blog was redesigned last year and has not been promoted heavily, so traffic has been building slowly.
One of the more prominent social networkers in Florida is Lynne McChristian, the Tampa-based representative for the Insurance Information Institute. She maintains a column, www.insuringflorida.org, a Twitter channel, and is a contributor to the Florida Underwriter magazine.
"I am trying to find a way to connect with insurance buyers on a more personal level," said McChristian. "Social media allows an element of give-and-take for which we in the insurance industry need to do a better job. I am hoping that the column can go truly interactive as is my Twitter channel, which I use to drive traffic to the column. Our Twitter site's biggest use, though, will be during the hurricane season, when I can keep my followers, including members of the Florida media, up-to-date on claims issues, disaster relief efforts, and the like."
Some Are Heeding the Call
On the producer side, the unquestioned social media leader is the Florida Association of Insurance Agents (FAIA). The association has embraced social media in most of its forms, maintaining several blogs for its members, a Twitter channel, and a Facebook page with several hundred fans.
"It's an amazing PR tool," said FAIA President & CEO Jeff Grady. "We want to get our message out beyond our members to other groups, including the media and legislators. At first, our members were not sure about social media; there was some resistance. I can recall the time years ago when we wanted to move to a paperless operation and there was a lot of skepticism then, too. Social media, though is just a more efficient way to communicate."
Other associations are moving into the arena. PIA of Florida has launched a redesigned web site that includes a blog and both member and public forums. The Florida Association of Public Adjusters is on Facebook and Twitter.
On the company side, Jacksonville-based Main Street America Group has yet to participate on Facebook, but established a Twitter channel last year and posts its quarterly reports on YouTube. Director of Communications Mark Friedlander said the response from the company's agent-customers has been extremely positive.
"Seeing our CEO Tom Van Berkel discussing our company's performance in an informal setting establishes a more human connection between us and our customers, which is something we value highly," said Friedlander. "I think we have been something of a pioneer in using YouTube to reach out to our customers with a tool that is so cost-effective."
The company also posted a short documentary on its work with the University of North Florida Duval County Public Schools Urban Professional School Partnership, in which company employees volunteer their time as mentors and donate school supplies.
"The video allows us the opportunity to demonstrate visually our commitment to give back to our local community and to thank our employees and local schools for creating such a wonderful partnership," Friedlander said.
Other domestic companies, including Citizens Property Insurance Corp., Florida Farm Bureau Insurance Co., and Florida Peninsula Insurance Co. are studying when or if they plan to use social media sites.
Perhaps the following will spur them and others into action:
- Facebook, founded in 2004, employs more than 1,000 people and has more than 400 million active users.
- If YouTube were a country, it would be the third most-populated place in the world.
- Twitter is now officially a term in the English Dictionary.
Thomas J. Wetzel is president of Thomas H. Wetzel & Associates, Inc., in Oak Park, Ill. He may be reached at 708-524-4944; twetzel@wetzelandassociates.com.
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