The document discusses strategies for insurance companies to follow customers into social media. It recommends communicating with customers rather than at them, building communities instead of just collecting data. Key aspects include listening to customers, demonstrating honesty and passion, and using social media tools like Facebook, Twitter, blogs and videos to both attract customers and build deeper relationships over time by adding value through interesting, relevant content. The goal is to measure increased awareness, acquisition and retention of customers through a consultative social media approach.
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