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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.

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