As we start 2013, the role of social media within the insurance industry has never been under greater scrutiny. While it's still early in the year, it is time to deliver some of the benefits that were sold.

Too much effort has been exerted on platform knowledge rather than developing a business strategy. Significant time and money has already been spent collecting Facebook fans, followers on twitter and engagement using a healthy dose of trivia and emotive images—but for what purpose?

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