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How American National Builds Social Strength

The insurer’s new partnership with Hearsay Social is the most recent stage of its evolving communication strategy.

Last week, American National Insurance Company announced a partnership with Hearsay Social developed to boost social media use among agents. The insurer has strengthened its focus on digital communication techniques to improve interactions for agents and policyholders.

American National has been building its digital strategy for about a year and a half, says Scott Campbell, the carrier’s SVP and CMO. Its goal is to strengthen marketing capabilities with a focus on interactive media to encourage agents to expand their customer interactions.

“We build our brand in the local market through our agents, and expecting agents to market themselves wasn’t getting the job done anymore,” says Campbell. “[This strategy] gives a company of our size the ability to get in there and have conversations with the marketplace.”

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