#CAT: Reaching Customers in Their Worst Moments

We now see regular examples of people turning to social media during times of disaster and other emergencies. Why is social media being used in this way, and what does this mean for the insurance industry?

The Red Cross surveyed people who said they used social media in an emergency situation. Here’s what they found:

• 76% contacted friends and family who were affected by the disaster
• 24% let their family and friends know they were okay
• 37% used information on social media to buy supplies or find shelter
• 44% asked their friends on social media to contact responders for help
• 80% Expect emergency response agencies to monitor and respond to social media

These responses indicate that people tend to use the easiest, most accessible means possible when they need to communicate with loved ones and take basics steps for survival. When a disaster happens, first responders, and aid organizations need to get important messages to the people impacted, and so do insurance agents and companies. How do you make sure your clients know what to do, how to get in touch with you and with State Auto, and how our claims team will respond?

5 Ways Insurance Agents Can Use Social Media in Disasters

• Proactively share educational information before a disaster happens.
• Help critical information “go viral.” Share weather alerts, aid messages and other important information.
• Target information to people who need it, when they need it. If your area is impacted, you have first-hand information of the most immediate needs and conditions in the area. Share the most important information with your clients, and also share important insights with others outside of the area (including State Auto) who are responding.
• Help make sure the right information gets out. In times of confusion, social media makes it easier to spread the wrong information quickly. Watch for misinformation and help to get the right information out.
• Explain what your companies’ catastrophe response teams are doing and what your clients can expect. Be a source of calm and reassurance. Keep the lines of communication open to help people from feeling cut off or alone.   

With more and more people using social media in times of crisis, insurance agents and companies can take steps now to be ready to leverage this fast, effective way to communicate. You can learn from another agent’s story - read this compelling account of how using social media was part of the agency’s disaster planning: “Agency Pre-Planning Pays Off during Superstorm Sandy”. 

Has your agency used social media during a storm or other disaster? Share your experience in the comments section below.