Terry Golesworthy

Two trends stand out – first, agents will undoubtedly use social media more to reach consumers and second, industry executives will demand more measurement, metrics and proof of success. The biggest trend however might be a move to end social media as a discipline. Social media is a communication tool not unlike e-mail or even the mobile phone – the rationale for using any tool is to bring value to the core business of the organization.

Marketing departments in carriers now see social media is a key channel to reach consumers. Facebook is big – they get it! Is it now wise to leave this channel in the hands of a small, unconnected team to run separate programs and campaigns blissfully unaware of company strategy? All those internal presentation about social media worked, thank you and goodbye.

What intrigues marketers is social media is not a traditional channel; it adds a new dimension to campaigns – interactivity. Campaigns can reach out and engage with consumers,...

Possibly the last thing we all need is another social network to manage; So, the first question is – can we ignore Google Plus, at least for now? Well, in the very

Is Google Plus all about search results?

short time Google Plus has allowed brand pages, 46 insurers and thousands of agencies have already opened accounts and attracting audiences. Allstate, Flo (Progressive), Aflac and AGLA have all come out swinging. Does that mean they see something exciting about the new social network?

In general, no, the reason is in the name. Google Plus is “an extension of...

How do you know your visitors can complete their most important tasks successfully and efficiently? The answer is simple: observe them and use a stopwatch. In other words, get hard data on how people are progressing their tasks on your website, where the problems are that slow them down and push them off course. Don’t ask them, don’t rely on analytics, but observe.

Author and web expert Gerry McGovern recently highlighted an example of the folly of asking people about their online experiences.

The lady had just finished trying to complete 15 tasks on the website. “What did you think of the website,” the organizer asked her. “It was great,” she replied effusively. “I really liked it. Lovely website. “12 out of 15 of the tasks the lady had tried to complete had been totally unsuccessful.

In the real world, managers can often...

Social Media is a collection of inter-connected people networks – create interest at any point in the network and content can spread. People have become comfortable with sharing; Facebook and Twitter have made it very easy. As an illustration, The Wall Street Journal benefits from 2.5 million Facebook referrals every month – people regard sharing as helpful.
While insurers are unlikely to benefit from broad distribution, each new person reached comes with the added benefit of receiving information from a trusted friend, an implicit referral.
Content sharing as an objective imposes new rules for insurers. White papers and other lengthy tomes are out; short, sharp, “snack-size” pieces are in. Writers need to get to...