The following is an excerpt from Bob Sullivan | August 17, 2012 | msnbc.com |
In the ugly battle of Web users vs. insurance companies, a lot of blood was spilled this week.
We’ve known for a while that hell hath no fury like an Internet user scorned. But at the intersection of social media, consumer frustration, anxious lawyers and heavy-handed regulations you’ll find a particularly tricky corner of the Web. Insurance firms, which have always been a magnet for complaints anyway, lie at precisely this crossroads.
Increased competition has led insurers to employ high-profile marketing gimmicks, like geckos or touchdown dances, in an effort to become household names with friendly reputations. That means it’s become necessary for them to establish a social media presence. Progressive’s “Flo” character, for instance, has her own Facebook page, with hundreds of thousands of fans. But inviting social dialogue sometimes means inviting trouble, as Flo and her handlers found out the hard way this week.
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