Social media has dramatically changed how Americans interact with each other. In the business world, it has been seen as an opportunity to reach customers in new ways. Insurance brokerages, like other companies, have jumped into the social media pool.

But brokers are finding that simply having a Facebook or Twitter account isn’t a panacea. Like any other business tool, using social media requires a focused, thoughtful approach. Yes, it’s a way to interact with customers in a more casual way, but a casual or careless approach will likely result in people tuning out and turning to more interesting and meaningful content providers.

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