Introducing a business to the world of social media is a scary step. Not only does it require a sound game plan and commitment to the channel while offering no immediately tangible return on investment – it also opens the business up to a potential torrent of negative comments. This mindset has prevented a number of insurance providers from signing up to social media; however, there are three clear reasons why they should take the leap:

Customers are already interacting with insurers in this way. Those that don’t provide for this will begin to look irrelevant.

As per our latest consumer survey, conducted in December 2015, 9% of consumers have interacted with an insurer via social media in the last 12 months. Given that the survey also found two in five use social media for other purposes several times per day, there is little doubt it is a popular channel – one that could grow in importance for insurance brands.