It's truly amazing how seemingly innocuous diversions like Facebook and Twitter can suddenly rise above a societal function and develop into a business trend.

Deloitte takes a look at the social networking phenomenon in an article by Howard Mills titled "Building Social Media Into the Game Plan."

I certainly sympathize with insurance carriers who suddenly have to adapt a business strategy around a tool they thought only teenagers and college kids were using. Obviously, even as a non-business function, social networking has grown beyond teenagers, but it remains difficult for many of us to get our hands around how exactly a Facebook page or a Twitter account is going to help increase business.

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