If anyone doubts how dramatically social media have changed the rules of the insurance marketing game, look no further than last month's imbroglio about an Allstate TV commercial.

For years, insurance companies have publicly patted themselves on the back over jobs well done during disasters. Claims closed, houses rebuilt—it's all the stuff of dramatic TV commercials, complete with sweeping music and square-jawed insurance adjusters tramping resolutely through the rubble on behalf of their customers.

And why not? Disasters are a great opportunity for the insurance industry to shine in the public eye. Viewers seem to like it: in a recent analysis of popular TV commercials, Allstate's Hurricane Sandy campaign came in third in a list of 10.

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