Poll: Industry that thrives on customers and advertising rarely uses social media

Posted on: Wednesday, June 15, 2011

Utilizing social media to garner insurance leads is something agents are becoming more and more aware of. Because it's such a revenue generator, one would think that all businesses are taking advantage. But as a recent study finds, one industry that thrives on patronage isn't.

According to the research firm TravelClick, one in four hoteliers aren't utilizing social media platforms at all to advertise.

Johnathan Cherins, chief marketing officer for TravelClick, said hotels tend to resort to old standbys for publicity.

"Instead of running cost-efficient promotions on social media channels like Twitter and Facebook, hotels are electing to increase their advertising spend through online advertisements and paid search advertising," said Cherins. He went on to say that hotels ought to be diversifying their marketing campaigns, using traditional advertising methods but also adopting new publicizing avenues like social media.

The same rule of thumb applies to insurance prospecting, as the first step to insurance sales often start through word-of-mouth outlets like Twitter, Facebook and LinkedIn.

Speaking of LinkedIn, a recent poll of social network regulars found that nearly 60 percent of respondents considered it their most important account among all the networks.

Posted In: Insurance News, Utilizing Social Media

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