Successful social media strategies should no longer focus on how to boost consumer loyalty to the brand. Instead, it's about actively influencing consumers, educating and empowering them to drive measurable results, according to Deloitte University Press. The real power of social media for businesses happens when consumers advocate a company's message in their words to their personal social network. Our current economy is recommendation based, where consumers are more interested in peer recommendations than traditional advertising when considering a new product. So health insurance companies should measure their brand perception and work to improve the messages consumers share about them through social media. Insurers can activate their followers to further push their messages throughout society. To do that, they must shift their mindset away from classic outreach to focus on perception of their brand as well as engagement and activation of their consumers. Article