A recurring finding from Celent research concerning the use of social media in insurance is the perception that the return on investment is low or nonexistent. Given that the cost of social platforms is minimal, this implies that the benefits associated with it are thought to be very low.
Celent believes that insurers can increase the actual and perceived value of social media use by extending social search tools and processes beyond marketing departments and into the core operations of their organizations. Companies can realize the ROI potential of social media by applying it broadly across the enterprise, not only as part of marketing activities.
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