Social media for insurers is at a crossroads, with many in the industry having completed the first phase, often in the form of the obligatory company Facebook page. Success metrics have not progressed very far from their early usage, however, they continue to be dominated by easy-to-measure interim metrics such as followers, fans and likes.

To be sure, insurance is not an especially interesting subject and many insurers hardly mention it in their social media outreaches, instead concentrating on trivia, tips and especially powerful graphic images—but for what purpose? Are we are creating an authentic dialogue that helps the business, or playing a social media game?

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