Insurers Tap Social Media To Boost Customer Service

Health insurance companies increasingly are using social media -- such as Twitter -- to boost their customer service efforts and promote their brand. Observers say social media accounts can help insurers manage their brands and conduct damage control for complaints posted on public social media platforms. Carissa O'Brien -- social media director of insurer Aetna --predicted that insurers may use social networking sites to educate consumers about the Affordable Care Act's upcoming coverage changes.

• "Health Insurers Tune In to Twitter for Customer Service" (Rao, Kaiser Health News, 8/8).