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Social media moves fast, and so does risk. From reputational fallout to cyber threats and AI-related liability, today’s P&C landscape is shifting. Hollis Zyglocke, Markel's Southeast Regional President, breaks down what businesses need to know and how insurers can help.
Published on July 8, 2025
By: Hollis Zyglocke
Southeast Regional President, Markel5-minute read
Let’s be real—social media isn’t just a part of our lives anymore. It’s the backdrop. With over five billion users averaging more than 18 hours a week scrolling, swiping, and sharing, it’s no surprise that the ripple effects are showing up in places we didn’t expect—like property and casualty (P&C) insurance.
As a specialty insurance provider, we’re seeing firsthand how the digital world is reshaping risk. Social media can be a powerful connector, a marketing engine, and a brand builder. But it also comes with a darker side: misinformation, reputational damage, cyber threats, and even real-world unrest.
Here’s what businesses—and insurers—need to keep in mind:
Reputational risk moves at the speed of a swipe
A single post can spark a firestorm. Just ask any brand that’s gone viral for the wrong reasons. Whether it’s a misunderstood tweet or a wave of negative reviews, the fallout can be fast and fierce. And when emotions run high, so do the stakes—especially in courtrooms where public sentiment can influence outcomes. Social media can be exploited to amp up legal actions and claim higher damages.
Cyber threats are getting smarter
The more visible your brand is online, the more attractive it becomes to cybercriminals. Social media accounts can be gateways for phishing, malware, and data breaches. And with AI in the mix, those threats are evolving faster than ever.
User data scraped from a social media platform and other sources was posted for sale on a hacker site.
IP and AI: a new frontier of liability
Sharing content is second nature on social media—but it can also be a legal minefield. From copyright issues to AI-generated imagery, businesses need to tread carefully. Media liability and cyber coverage are no longer nice-to-haves—they’re essentials.
User-generated content doesn’t always get a free pass
While federal law can provide some immunity from liability for third-party content, this protection is not absolute. Risks remain in some areas, such as intellectual property infringement.
Employee conduct is everyone’s business
What your team posts online can reflect on your brand, even if it’s “off the clock.” From HR disputes to reputational fallout, employees’ social media use is a growing exposure. Social posts can even be used as evidence in employment disputes. There’s a need for clear policies and proactive management.
A major entertainment company sued a prominent start-up for alleged copyright infringement in AI-generated images.
Social discord can become a physical risk
We’ve seen how online outrage can spill into the real world. AI and algorithms often reinforce users’ point of view and hypercharge their emotions. Civil unrest, workplace violence, and politically charged incidents are increasingly linked to social media activity. These aren’t just societal issues—they’re insurance issues, adding extra potential for property damage and bodily injury.
So, what’s next?
Social media isn’t going away. But with the right strategies—and the right partners—businesses can navigate this landscape with greater confidence.
At Markel, we believe in meeting risk with resilience and thinking outside the box. That means:
- Helping our clients understand their evolving exposures.
- Designing coverage that reflects today’s realities—not yesterday’s.
- Leading with empathy, clarity, and confidence.
Let’s keep the conversation going. Because when we understand the risks, we can build smarter, stronger solutions together.
