The increasing sophistication in the use of social media by insurers and financial services companies has been highlighted by LIMRA and LOMA naming the 2016 Social Media Silver Bowl Award Winners.

US-headquartered insurance association, LIMRA, and international insurance association, LOMA, named the winners for the fourth annual Social Media Silver Bowl Awards at the 2016 Social Business Conference for Financial Services in Boston, Massachusetts on 18 August.

The Social Media Silver Bowl Awards recognise outstanding, creative and effective social media campaigns or programmes by financial services companies.

LIMRA and LOMA said this year’s panel of judges was particularly impressed with the strength in entries, showcasing the increasing sophistication in strategy and use of social media in the industry.

LIMRA research shows that only 20% of financial services companies were using multiple social media platforms in 2010.

Insurers’ use of social media

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Today, it said the majority of companies use LinkedIn as a recruitment tool, Facebook and YouTube to raise brand awareness and engage with customers, and Twitter for social listening and connecting with industry professionals.

The Silver Bowl Awards has evolved over the past four years to reflect and recognise the changes in how companies are leveraging social media to meet their business goals.

The 2016 awards program categories recognize how social media is being used to educate consumers; recruit employees, showcase how companies are integrating social media initiatives to support a single campaign; highlight those who are adopting the growing list of new platforms; and advance ‘social good’ through their programmes. 

A total of 36 companies submitted 57 entries for consideration this year. LIMRA and LOMA enlisted 41 financial services executives and social media subject experts to judge the submissions. Executives did not review submissions from their own companies.


Here is the full list of the 2016 LIMRA LOMA Social Media Silver Bowl Award winners:


Best Use of Social by an Agent/Advisor

  1. The Guardian Life Insurance Company of America: Honza Hroch

Best Social Advisor Program

  1. Thrivent Financial

Best Use of Social for Consumer Education

  1. Prudential Financial: #PlanRealistically

Best Use of an Emerging Social Channel

      4, John Hancock: Snapchat Filters

Best Use of Social for Social Good

  1. Prudential Financial: #20StoriesOfStrength

Best Use of Social from a Company Outside the United States

  1. SBI Life Insurance: #PapaHainNa

Best Integrated Social Campaign

  1. TIE: Manulife Hong Kong: #ManulifeMOVE and Prudential #Run401k Race for Retirement

Best Use of Social for Recruiting

     8 . First Command Financial Services


Source: LIMRA and LOMA