6. Keep It Real
The Progressive debacle clearly shows the benefit of a having a damage control plan in place when there’s a fall from “socialsphere” grace. From a brand and reputation perspective, the main take away is to ensure all social communications are authentic and personal. Auto-tweeting responses goes against the main value proposition of social media. Social is all about authenticity of voice and engaging at a personal level with your audience, and other insurance companies should take note for their social strategies.
— Norv Leong, Director of Product Marketing, Actiance
Katherine Burger is Editorial Director of Bank Systems & Technology and Insurance & Technology, members of UBM TechWeb's InformationWeek Financial Services. She assumed leadership of Bank Systems & Technology in 2003 and of Insurance & Technology in 1991. In addition to ... View Full Bio