Like a steamroller moving downhill, social networking is taking its place among insurers looking to beef up their marketing efforts. Such is the news coming out of the American Insurance Marketing & Sales (AIMS) Society, which queried members to find that the likes of LinkedIn and Facebook are reducing dependence on more traditional media such as Yellow Pages and mailing-list brokers.

Roughly 60% of survey respondents are using social networking sites for business purposes, notes the study. Three quarters of these (76%) have started using LinkedIn; nearly half are using Facebook.

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