The term “social media” was recently added to the Merriam-Webster dictionary, reflecting the reality of its presence and power in both business and social settings. But there is a consumer-driven evolution underway in social media that is portending the end of an era, according to Brian Solis, an expert in new media and principle at Altimiter Group, a research advisory firm.

“Today it's about discounts, exclusive information or entertainment. Tomorrow, well, that's for you to observe and for [consumers] to define,” Solis tells Insurance Networking News.

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