Being present and available where the customers are, listening to them and engaging in conversations with them, bringing added value when they have the expertise, learning more about customers in order to serve them better... it is for all these reasons that Manulife Financial has chosen to be present on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
Beverley MacLean, director of media relations at Manulife, says that social media creates “awareness of people behind the brand”. It raises the profiles of advisors, executives, and employees alike. She also points out that social media helps to generate brand awareness, recognition, and loyalty.
There is also a desire to be more up-to-date at the heart of the life insurer’s strategy, as Manulife wants to “connect with new audiences in a more modern way”. Subscribers can choose how, where, and when they want to consume information. Social media represents an “opportunity for two-way interaction in real time,” concludes MacLean.