Let's face it, this hasn't been the easiest time to be a financial services or insurance company. Public perceptions of financial firms are at a low point in the aftermath of the subprime mortgage debacle, and health insurers have been made the scapegoats for an overpriced health care system.

However, social media offers a new way to interact directly with customers, and as noted in last week's post, some companies are learning to make the most of it.

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