ACT is indebted to Jason Hoeppner and his firm B.H. Burke & Co. once again this year for conducting this social media and marketing survey and for customizing the results for ACT so that it focuses on just the agent and broker results. ACT also wants to thank the many organizations that helped promote this survey to the agents. The survey was conducted in late 2012.
The results are encouraging to because they show a clear forward progression in agency usage of social media. There is a lot more work to do, of course, in continuing to publicize agency success stories, to bring more agencies onboard and to enhance their use of the media.
The survey does reveal one huge opportunity area for the industry and that is to convince more agencies to measure which of their marketing dollars are bringing a return for them. As Chuck Blondino, Safeco Insurance, pointed out in his excellent ACT article, Grow Your Agency & Improve Your Marketing by Tracking Key Metrics, those agencies which are growing the fastest track exactly where every piece of business comes from.
Download the Survey Results Here:
BHBCo 2012 Social Media and Online Marketing Survey_AgencyResults (Final-022513)