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Creating Online Connections

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To the 77 percent of independent insurance agencies that don't have a social media presence, creating a profile and trying to form "friendships" via a computer can be daunting. Once you get online, however, tools such as blogs, Facebook, LinkedIn and RSS feeds actually can help an agency build more thoughtful relationships with other agents and their customers, according to Sara Ruggiero, director of marketing and Kristin Rielly, new media developer, of Irwin Siegel Agency Inc. in Rock Hill, N.Y. The pair recently spoke with Insurance Journal about forming connections online, and the importance of incorporating social media tools into a broader company marketing strategy.

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