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Social Media Reifegradmodell für die deutsche Versicherungswirtschaft

Author

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  • Füllgraf, Nicola
  • Völler, Michaele

Abstract

Social Media werden mittlerweile auch von vielen deutschen Versicherern für die Kommunikation mit ihren Kunden und Interessenten eingesetzt. Die Intensität und der Erfolg unterscheiden sich jedoch signifikant voneinander. Inhalt dieses Artikel ist ein Reifegradmodell für die deutsche Versicherungswirtschaft, das auf Basis belastbarer Key Performance Indikatoren die Social Media-Reife eines Versicherungsunternehmens in Form eines Ratings bemisst. Weiterhin wird eine erste Einschätzung des Reifegrades der deutschen Service-, Direkt- und öffentlichen Versicherer geboten, das auf den Einzelratings von 52 Unternehmen beruht.

Suggested Citation

  • Füllgraf, Nicola & Völler, Michaele, 2012. "Social Media Reifegradmodell für die deutsche Versicherungswirtschaft," Forschung am ivwKöln 8/2012, Technische Hochschule Köln – University of Applied Sciences, Institute for Insurance Studies.
    • Handle: RePEc:zbw:thkivw:82012
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