If you build it, will they come? While that mentality may have worked for Kevin Costner in the movies, has fantasy now become reality for insurers trying to attract and retain customers with social networking? The answers to that question from people within the insurance community are mixed, but the one thing they all agree upon is that the people - and the potential - are certainly there.
Eighty-five percent of all online adults currently use some form of social networking, according to Chad Mitchell, a senior analyst with Forrester Research Inc., Stamford, Conn., citing an A.M. Best study - research that Forrester has backed up. He confirms that the interest and activity is present, and that social networking is definitely now part of insurers' marketing strategies.
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