Social media is a fascinating and exciting new technology, but every solution needs to solve a recognized problem. Clearly, social media plays a strong role in interpersonal communications and photo sharing, but how relevant is it for insurance? What does it address?

Let me take a stab at a problem social media could solve, possibly best articulated by Rick Pitino while he was coaching the Boston Celtics. After one especially disconcerting loss at home, Pitino ranted at the assembled media, imploring them to recognize the new realities in Boston: "Larry Bird is not walking through that door, fans; Kevin McHale is not walking through that door, fans; Robert Parrish is not walking through that door. And if they do, they will be old and gray."

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