One company is training its producers on the use of social media because it believes the producer level is where it will be most useful (@Allstate, 2010). Another company’s director of social media said his goal is to give producers support in figuring out what they should say — and make sure they do not do something they should not. He said many producers previously got to the point of setting up a presence on a social media site, but then lacked the knowledge and confidence to use it successfully. As previously noted, some producers have made use.
