A lack of marketing acumen and a complicated three-way relationship between agent, carrier and customer highlight the many reasons the insurance industry has yet to take a leading role in the use of social media.

While there are certainly insurers making significant strides in social media efforts, those that are slow on the uptake seem less concerned about this new medium, chiefly because they already enjoy a robust customer service infrastructure and culture. In time, however, competition may hold the key. Based on the insurers’ business models, customer sets, and the many types of social media pages and benefits available, social media will become a presence too big to ignore, say experts.

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