Use of social media is increasingly important to all types of businesses, including insurance companies. This presentation by the I.I.I.’s Lynne McChristian was delivered at the Southern Underwriting Conference of Florida Farm Bureau. It provides insight into the social media tools being used by the Insurance Information Institute to educate consumers, as well as an overview of how insurers are connecting with policyholders and prospects to build brand awareness and trust and help people make informed choices about insurance protection.