Social networks have grown rapidly and their social impact is undoubted. The recent Economist special report seems to make a case for engaging in this medium as a business imperative. I remain to be convinced.

The nirvana for all companies is a relationship with their clients which transcends product and is seen as a mutually beneficial interaction based upon trust. Mutuality by its very nature embraces the principles of such a relationship but has in many cases failed to achieve it. Do new communication mediums offer a fresh opportunity for Mutuals to achieve this holy grail of consumer interaction?

The PR blurb that surrounded the launch of More Th>n’s ‘Car Claim’ app for iPhones suggested it was created in response to research showing that 38% of drivers fail to record sufficient third party details in the aftermath of an collision. But is such an app really going to solve this perennial problem for insurers?