Social media is a way for friends and family to hold conversations. It allows people to share what is happening in their lives: the highs, the lows, their life events. Brands became interested in social media only upon discovering how many people—including customers—were spending so much time there. The relationship between brands and people on social media can be tortuous. There is something a little unnatural about brands attempting to be human, and people rarely looking to engage in casual conversations with a corporation.

This unnatural relationship is, on the face of it, accentuated when it comes to insurance. Who wants to be friends with their insurance company? Well in fact, gaining fans and followers has not proved to be that difficult, especially for deep-pocketed insurers. Looking at the Facebook fan league table, all the usual suspects lead the way—Progressive, Allstate, State Farm, Farmers and MetLife.

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