In the last few years, technology innovators have brought consumers a profusion of so-called social web or Web 2.0 tools, such as blogs, social networks, video sharing sites, microblogging, and other products. These new services are vastly different than prior generations of web sites because of three key elements:

1. They are driven by users.
2. They are linking people to one another like never before.
3. They are putting power in the hands of consumers, who are influencing and informing each other.

People are now asking each other questions in real time and from all over the world — and giving each other answers. But are these new web tools relevant to insurance professionals? Do they make any difference to people who need to bring customers and premiums in the door, and keep them there?

The answer is definitely yes.

In order to understand and use the social web, we must realize that a sociological shift is taking place. Yes, technology enables what is happening in social networking. But technology is simply extending and broadening the human experience of communicating with and learning from others.