B.H. Burke's 2012 Social Media & Marketing Survey Results
There were 268 qualified responses (after duplicates from the same organizations were removed). Retail agents represented 76% of the respondents; carriers 10%; GAs & brokers, 6%; and vendors, consultants and industry groups together roughly 10%.
The results are encouraging because they show a clear forward progression in agency usage of social media.
The survey does reveal one huge opportunity area for the industry and that is to convince more agencies to measure which of their marketing dollars are bringing a return for them. As Chuck Blondino, Safeco Insurance, pointed out in his excellent ACT article, Grow Your Agency & Improve Your Marketing by Tracking Key Metrics, those agencies which are growing the fastest track exactly where every piece of business comes from.