Blog

Insurance Companies Tweet the Most, Study Finds

Joe McKendrick
Insurance Experts' Forum, March 10, 2010

A new study on social networking has just been released that shows the insurance industry leads in the use of Twitter.

The study, which covers the Fortune 500 companies, was compiled and published by Nora Ganim Barnes at the University of Massachusetts Dartmouth and Eric Mattson of Financial Insite. Overall, the results show that large organizations lag in blogging but are effectively leveraging Twitter as a communications strategy.

As mentioned above, insurance is the most Twitter-savvy group of all. The average large insurance company has 13 Twitter accounts, Barnes and Mattson found. The closest runners-up were food production with 11 accounts on average and computers with 10. Companies in this category include Allstate, TIAA-CREF, Liberty Mutual Insurance Group, Northwestern Mutual and Hartford Financial, they report. Interestingly, of the insurance companies in the Fortune 500, only five have full-length corporate blogs.

Why is insurance—often regarded as highly conservative when it comes to new technologies—ahead of the pack in micro-blogging Twitter? Insurance companies need to engage customers at multiple stages, and therefore are likely to require more communications touch points. Different parts of insurance companies have different pieces of the business they need to address—underwriting, policy administration and claims are three different areas a customer is likely to come into contact with. Twitter fits the bill for this kind of interaction.

Joe McKendrick is an author, consultant, blogger and frequent INN contributor specializing in information technology.

Readers are encouraged to respond to Joe using the “Add Your Comments” box below. He can also be reached at joe@mckendrickresearch.com.

This blog was exclusively written for Insurance Networking News. It may not be reposted or reused without permission from Insurance Networking News.

The opinions of bloggers on www.insurancenetworking.com do not necessarily reflect those of Insurance Networking News.

Comments (2)

Hi Joe. Thanks for posting about our new study on the Fortune 500. We just wanted to clarify one thing. The numbers you cite are the numbers of those companies, classified as insurance companies (or otherwise) on the 2009 F500 list, having a public facing corporate blog. We did not look at how many additional blogs they might have. On the list, 13 insurance companies had corporate blogs. We appreciate you sharing our work.
Nora and Eric

Posted by: nora b | March 11, 2010 5:39 AM

Report this Comment


Can you provide a link or source for the study? Thanks!

Posted by: Lynn W | March 10, 2010 6:18 PM

Report this Comment

Add Your Comments...

Already Registered?

If you have already registered to Insurance Networking News, please use the form below to login. When completed you will immeditely be directed to post a comment.

Forgot your password?

Not Registered?

You must be registered to post a comment. Click here to register.

Blog Archive

Don’t Wrap Your Organization Too Tight With Metrics

Metrics provide a picture of how business is going, and systems are performing. But do they provide the right picture?

Insurance: The Original Shared Economy

Insurers should look to revisit the roots of the insurance process.

The Seven Flavors of Virtualization

There is no one single form of virtualization rather, different parts of the IT infrastructure require different approaches.

Can New Technology Turn Older Cars into Safer Cars?

Unless you have the means and motivation to buy a new car every year, your newest car is quickly about to become an older car.

What if Someone Kickstarted an Insurance Company

Our industry is evolving and implementing new innovations, particularly focusing on the customer experience, including the web and mobile.

The Transformative CIO

Today's technology leaders are expanding well beyond their traditional role.