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Kathy Burger
Kathy Burger
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6 Tips for Avoiding a Social Media Debacle

Progressive's "robotweet" debacle put a spotlight on social media's importance within the insurance industry and the risk companies take if they do not implement a sound social media strategy.
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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

Source: 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

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