Results from a workers’ compensation social media survey were recently published with interesting findings on how this industry segment uses social media for business. The survey was a collaborative effort among WorkersCompensation.com, the Work Comp Analysis Group on LinkedIn, Jody G. Thompson Marketing Services, and the respected industry columnist Peter Rousmaniere.

Industry professionals in workers’ compensation are using social media platforms. Even senior management is now utilizing them. Professionals are using the platforms not only to find, collect and analyze information, but also to enhance their professional networks.

Participants in the survey also indicated that in terms of online and social media groups they belong to, they prefer to read quietly in the background rather than actively participate in discussions. This was also found to be true for the groups they belong to on Facebook – demonstrating that they are interested in the content being provided, not in the social aspect of posting and liking others comments. Those active on LinkedIn are interested in events, conferences, industry-wide developments and trends. They are eager to find out how problems within the industry are being solved in order to lower costs (medical costs, claim costs) and provide better care to injured workers.

With regards to Facebook and Twitter use, the survey results indicated that these were also among the top platforms regularly used (for both professional and personal matters). When asked if they would continue to use these social media sites, approximately fifty percent of respondents noted that they expect their access of social media to increase. There is a difference that’s noteworthy between the way workers’ compensation professionals are using LinkedIn versus Facebook: Whereas the study noted that these individuals would use LinkedIn to identify new contacts/opportunities, respondents indicated they would not utilize Facebook to identify potential workers’ compensation services or vendor opportunities.

When it comes to Twitter, the majority of people surveyed indicated that Twitter was only ‘somewhat’ useful in expanding their business network. However, with that said, these individuals also said that they personally tweet several times a week. Responses illustrated that Twitter was liked as a platform due to its ease of use, flexibility, universality and immediacy.

As the shift to the digital world continues, companies within the workers’ compensation industry will need maintain a social media presence in order to build brand visibility and awareness over time. Companies will need to give their companies a ‘face’ or public-facing identity on social media if they want to be viewed as industry thought leaders.

While there may not be a large workers’ compensation ‘company’ presence on Facebook and Twitter at the moment, there is a significant presence on LinkedIn, making it imperative for companies to strategically push out content to their core audiences on this platform. A healthcare/insurance-focused PR company can assist in providing that content. Blogs, press releases, case studies and white papers can be disseminated through a social media platform such as LinkedIn, increasing awareness, building credibility, and driving people to the company website to read more.

In summary, it appears that not only is LinkedIn the top social media site for workers’ compensation professionals, but the LinkedIn groups are widely popular because they deliver valuable information without the spam problem inherent in e-mail communications. While the survey indicates that Facebook and Twitter are also used, respondents proceed more cautiously on these sites when it comes to developing professional relationships. Workers’ compensation professionals are looking for resources, experts, and solutions to problems in the industry and see LinkedIn as the best place to go for answers.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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