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Social Media and Insurance – yes it works!

March 22, 2010

Cindy Donaldson, Director of Marketing & Personal Lines Sales - Founders Insurance Group

Press release that went out about our Social Media successes – just wanted to share the good news!!

Founders Insurance Group has received national attention for being on the cutting edge of social media marketing for the insurance industry.  Recently featured in “Independent Agent” (IA) magazine’s March 2010 Edition, Cindy Donaldson (Director of Marketing and Personal Lines Sales for Founders) spoke about the power of using social media to increase brand awareness. Founders has been previously mentioned in IA Magazine, and various other mediums because of social media success.

 Founders Insurance Group is very unique, in that the majority of independent insurance agents do not use social media because they don’t know how to manage it, are afraid of legal repercussions and/or think that the time requirements are simply too much.

“Many companies shy away from social media as a source of marketing their business – at Founders Insurance we are embracing it,” says Donaldson. “Our brand awareness has increased 10 fold in less than a year mainly because of our social media efforts – it would have taken us years using traditional marketing and advertising to achieve this level of success.”

 Founders utilizes Twitter (@FoundersGroup), blogging (, Facebook (Founders Insurance Group), LinkedIn, ( for e-zine blasts), (for candid shots of the staff)  as well as a website ( to communicate with clients, prospects and the community.  Social media accounts for over 50% of the marketing efforts for the agency, and is not as time consuming as many people would assume –  only about 2-3 hours per week.

 “Unlike traditional marketing, social media allows us to reach thousands of people daily for little to no cost,” says Donaldson.  “Our blog and Facebook accounts allow us to be very transparent to our clients – they get to see who we are as people versus just a storefront.  Having a personal connection is key to long term client retention.”

 Donaldson sits on the Agents Council on Technology (ACT) for the Independent Insurance Agents and Brokers of America(IIABA).  ACT is a partnership of independent agents, companies, technology vendors, user groups, and associations dedicated to enhancing the use of technology and improved work flows within the independent agency system.

Thanks for reading and happy Tweeting!


4 Comments leave one →
  1. March 22, 2010 4:17 pm

    Nicely done Cindy, Founders is a great example for agencies to follow. I am especially impressed with the work of ACT, which is an excellent (but still underutilized) resource. The social media policy alone could easily fetch a couple thousand dollars if someone were to hire a lawyer and have it drafted from scratch, but it’s good to see the IIABA is dedicated to protecting agents while promoting best practices.

    • March 22, 2010 4:21 pm

      Thanks! ACT is working hard to develop some “easy” guidelines for agencies to follow. More great stuff to come!

  2. April 9, 2010 11:21 am


    Great Job! Just “discovered” your work while reading Rick Morgan’s blog! I’m still trying to figure out the nuances of Social Media and how to use it appropriately!

    Kindest Regards,

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