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It’s amazing how seemingly innocuous diversions like Facebook and Twitter can suddenly rise above societal functions and develop into business trends.

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 to get our hands around how exactly a Facebook page or a Twitter account is going to help increase business.

Of course, the answer is these tools aren’t going to increase business. They are communication tools, and communicating with your customers has been around longer than the National Underwriter Co.’s One Card System.

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