Insurance companies are using social media to increase visibility, enhance familiarity, develop relationships and build trust. Perhaps, presently, the primary advantage of using social media is to generate exposure. Another key use of social media by the insurance industry is to provide customer service in order to build and maintain relationships with consumers (see Appendix D for examples). The insurance industry has built its foundation on networking and building a good reputation. Because of this, the potential value of social media to insurance companies and producers is.
