Social networking discussions tend to focus on technology, as in “What is our Facebook strategy?”; “How should we use Twitter?” and “Who should own the company’s LinkedIn page?” This leads many senior executives to look at social activity and regard it as a waste of time and money, prompting them to ask that dreaded question, “Where’s the ROI?”

What can get lost is the significant role that social networking is likely to play in evolving customer attitudes toward insurance and the inevitable changes to product distribution.

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