There has been steady growth in the use of social media within the insurance industry over the past year, and the next 12 months promise more of the same. More insurers and agencies will be jumping on the bandwagon. And many not yet participating are considering such a move. What will drive more and different social media participation in 2011, however, will be increasing competitive pressures and greater regulatory scrutiny. There will, no doubt, continue to be the introduction and breathless promotion of new networking and content sites, upgrades to Facebook and Twitter and improvements in social media monitoring software; however, there are six broader trends to watch. 1. strategy first, tactics second, 2. mounting pressure to substantiate ROI, 3. greater insurer/agent cooperation, 4. creation of corporate-based communities, 5. greater regulatory oversight, and 6. accelerating use of mobile marketing.