Before they look for answers in social media, brokers need to be sure they're asking the right questions.

"The real issue is that most brokers and agencies do social media instead of being social media," says Rick Morgan of Rick Morgan Consulting in Broomfield, Colorado, and chairman of the social web work group for the Agents Council for Technology. "Many of them have a Facebook page, post a few blogs here and there, and often assign a younger employee or part-time person to do it."

Communications paradigms have changed, he says, and brokers must keep pace to remain relevant. "We all live in a digital society," Morgan explains, "and we as an industry need to be fully immersed in it."

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