A new LIMRA survey finds that 93 percent of life insurance companies had social media programs in place in 2013, up 55 percent from 2010 (when only 60 percent of companies used social media).
More than three quarters of companies report having social media programs targeted to the public (77 percent); while 7 in 10 have programs supporting financial professionals’ use of social media. One in five companies say they plan to launch social media programs to reach these audiences in 2014.
According to LIMRA’s annual survey, LinkedIn and Facebook are the most widely used social media platforms with 98 percent of companies having a presence on LinkedIn and 93 percent on Facebook. Other sites, such as Twitter, Google+, YouTube, Pinterest and Instagram have also seen growth (see chart).