Social networking was in the headlines again this week with an Insurance Times article on the marketing angle of this nascent phenomenon. I was interested to read that Direct Line plans to use Twitter to communicate with customers, and the process was deemed useful as it had a potential to enhance brand image.

As many of you know, I take a curmudgeonly attitude towards the short- and medium-term impact of social networking in insurance. And you can extend that attitude to my experiences in insurer customer communications, and so the idea of Twitter playing a role in communications intrigues me.

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