Twitter and the Insurance Agent

Social networking is the wave of the future and is going to change the face of marketing as we know it—certainly you’ve heard someone say this, but how do you know where the truth about the possibilities offered by social networking turns into exaggerated fiction? The truth is more likely that social networking won’t replace traditional methods of marketing, but that it will have an important, perhaps even vital, place in the success of your future marketing efforts as well as the reach of your marketing campaign, since it allows you to build relationships with individuals that you otherwise wouldn’t and allows you to get your message out to a very different set of prospects.

One of the most popular and misunderstood forms of social networking currently available is a social networking platform called Twitter, a service that streams links, conversations and comments from people who are in your Twitter network. It's almost like a chat or instant messaging program, but allows you to chat with thousands of people at once with just a single message. Some call it micro-blogging because there is a 140 character limit, but it is actually more effective when used for 2-way conversations or as a link spreader.

How Your Agency can benefit by Using Twitter

If you’re wondering how you can bring Twitter’s cheap (actually, it’s free), instant gratification into your office to benefit you, look no further. At its very core, Twitter acts as the perfect platform to develop and build relationships with insurance consumers in your area. How?

1. You can use many different third-party services and Twitter tools to find and follow potential clients in your area, find local conversations about insurance and to interact with the individuals having the conversations, thereby showing how accessible and knowledgeable you are.
2. You can use this interaction as a means to promote your website or blog and to encourage even more questions and conversation.
3.  Twitter is also a great tool in niche marketing. Not only will the system itself introduce you to people who fit a certain demographic, but you can use third party applications to find individuals who fit the description of your target client.

Twitter has other practical business benefits too. You can find out what your competitors and clients are saying by following your competitors’ and clients’ Twitter accounts. Then, you can respond to complaints and even use Twitter to provide customer service. In addition, you can follow the Twitter accounts of industry leaders, insurers and even some state regulators to keep up on the ever-evolving insurance industry.    
                                           
Tips for Using Twitter

Twitter is a powerful tool for agency success, but it can also be the catalyst for agency destruction when used incorrectly. The most important step to starting out with Twitter is to watch how others are interacting. When in Rome, do as the Romans do; when on Twitter, do as other Twitter users do. Do not try to bend the system to work on your terms—you’re already totally outnumbered.

As you watch others interact on Twitter, you should notice some of the following points:

1. SPAM is not popular: Twitter users who do nothing but send out links or information about their company or service without actually interacting in conversations are not popular. Not only that, but they are not effective or influential. Twitter users are sophisticated and they don’t respond to SPAM. It’s not wrong to be upfront about the fact that you are there for business, but relationship building by interacting with actual members and conversing is vital to your success. 
2. Use link shorteners: Because you have a 140 character (not letter) limit on Twitter, you’ll need to use a service like bit.ly to shorten your links when you send them out on Twitter. Another benefit is that many of these services track the number of people who click the link and you can use this data for additional market research. 
3. Create a profile and upload a picture: Going on Twitter anonymously is like standing on top of a building and shouting. No one can see you, no one knows what your point is, and everyone feels a little bit uncomfortable about it. Instead, upload a picture of yourself, your staff or even your agency logo. Include a web address and some information about your agency in the portfolio. If you need detailed instructions for creating your portfolio, visit Twitter support. 
4. Let people know where to find you: If you don’t put a link to your Twitter profile on your blog or website, email signature or newsletter, then some people who might WANT to follow you will not. You must let the clients you have and the prospective clients you reach out to through other means know that they can find you there too.

Twitter use doesn’t constitute a full agency marketing plan, but it should be part of one. It doesn’t grow your business overnight, but if you give it time and let it evolve organically, you’ll get a real understanding of the value of this platform.


AnMarie Bozick, CIC is the Communications Director for Insurance Technologies Corp.  She started her career in Florida working for a multi-line insurance agency.  In the late 90s, she opened her own independent agencies in San Antonio.  In the next ten years, she grew the agencies to four locations.  AnMarie served as the President of AIAT from 2004 - 2006.  She sold her agencies in 2006.