Although I do not often blog about my insurance career, I felt the subject of a meeting that occurred a few days ago with a marketing representative of a large property casualty insurance company was worth sharing.
Although I am basically retired, I do work with an agency part time (a few hours a week). My job includes writing insurance information for a website, working on computer issues and performing some basic marketing tasks. This week I sat in on a meeting with a company where the representative was speaking about social media and how their company offered great resources that we and our agents could use to build social media presence.
The resources she was referring to were a large amount of prepared content, which could be used on social media sites including our business websites, Facebook pages, Twitter posts and Linked In messages. It was all high-quality artwork and had articles that we could copy and post under our business name. By doing so, the representative suggested we could build a positive following that would result in more business. The rep stated that the company had social media experts writing and designing this content and they knew all about how to make social media successful for us.
I was shocked to hear a company representative suggest that I could copy and paste myself to social media success.
Before I rant, let me share some of my background. Early in my business career, I managed a Radio Shack during the time period the first personal computers hit the market. I cut my teeth on the TRS-80 and was intrigued enough with the technology. When I returned to college to complete my degree in English, I decided to take to some computer science courses (this was around 1980). During those classes, I learned programming (FORTRAN and Basic) on the North Dakota State College mainframe computer system. It was back in the days of computer punch cards and readers. At the same time, my brother in law was a graduate assistant in computer science at another college campus in a different city. We realized we could leave each other notes buried in the REM statements of shared computer code uploaded to the State’s University Computer System. It was a rudimentary form of social media (A very early forerunner of a bulletin board.) After graduating I worked for a number of businesses and cut my teeth in sales and marketing. I continued my interest in computers and was an early adaptor of email and websites. I used my knowledge of computers in my insurance career and went on to be recognized as an “Agent of the Year” for a large insurance company. I also served for a number of years on another company’s national advisory council. Working with a multi-state insurance group, I introduced email concepts and procedures to hundreds of insurance agencies. I was privileged to have had a ringside seat in the growth of business marketing on the internet.
So it was surprising to me to hear a company representative be so completely naïve about electronic marketing in the year 2016. I was half expecting to hear about an emerging “Y2K” problem! It was disappointing to me to listen to a presentation that promoted social media success by foisting canned content on followers and representing it as fresh professional advice on Twitter and Facebook.
Of course, what should I expect from a company representative, who is probably not allowed to have a thumb drive for fear that company data might be stolen and are scared to death of the mention of the Gramm-Leach-Bliley Act (GLBA). I’m sure they report to company lawyers who must approve all written communications.
I should have known that corporate structures are not fertile ground for social media expertise. In fact, when I questioned the representative she confided that she had never tweeted and wasn’t involved with Facebook or blogging. In fact, she had never seen a tweet and has certainly not kept up with the Kardashians. Yet she had been sent out on the road to give advice to agents on how to run a successful social media campaign.
The whole meeting brought to mind the words in Matthew 9:24 “Again I tell you, it is easier for a camel to go through the eye of a needle…”
The goal of social media is to communicate quickly and informally. The goal of corporate structure is to issue a scripted precise uniform message.
Not Exactly Viral Stuff
While arcane insurance law might not be a page turner for the general public, there is plenty of good insurance information that would be of interest to friends and family. While most of my relatives don’t want to get caught listening to me expound on the merits of higher physical liability limits, I do get phone calls on what to do after hail storms damage their roof. And while insurance will never have the same cache as a cat video, who’s to say an insurance blog couldn’t have the following of the car maintenance guru’s “Click and Clack”
But that success will never happen if all the industry does is endlessly ask agents to spit out homogenized articles. It would be much better if insurance companies would follow Justin Bieber, view a Vine and post a cat picture.
Social Media Haiku
passion shared with friends
rarely wasted as a gift
nighttime croak of frog
Interesting, and sad for those involved I would think if they try to follow that “corporate road”.
One more reason I’m glad I threw away all my ties!
Fascinating article from your informed and experienced viewpoint. 🙂