At the beginning of each year, commentators insist upon predicting the outcomes of the upcoming year, so why not me.

Two trends stand out: First, insurance agents will undoubtedly use social media more to reach consumers, and second, insurance industry executives will demand more measurement, metrics and proof of success. The biggest trend, however, might be a move to end social media as a discipline. Social media is a communication tool not unlike e-mail or even the mobile phone – the rationale for using any tool is to bring value to the core business of the organization.

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