Top 5 Insurers For Each Social Media Platform
Chris McMahon |
Of the 13 largest insurance companies studied,
Unmetric scored each insurer based on a blend of quantitative and qualitative metrics, which were weighted and averaged to produce a single number ranging from zero to 100 for each social network, including one score each for Facebook, Twitter and
“Today, social media is a natural extension of physical communities into the online world,” said Lux Narayan, Unmetric CEO. “Insurance agents have always been skilled at building and maintaining long-lasting relationships, so it’s no surprise these companies have taken to social media like a fish to water.”
Combined Unmetric Score (out of 300 possible)
See below for detailed breakdown of scores.
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“While earning fans is certainly a great step toward asserting popularity, engaging with them is what sets one company apart from the next. Unmetric weighted all the Likes, Comments, Shares and Estimated Impressions generated by each company on Facebook to determine which insurance companies see the most engagement with their fans,” the report said. “Despite having the smallest following of any company measured,
Additional insights from the report:
• Farmers had more than 2.3 million fans on Facebook, followed by
• Farmers,
• Posts about corporate social responsibility are the most popular and earn the highest average engagement scores. For example,
• Engagement on social media is equally reactive as it is proactive. Unmetric broke down reply metrics for each company on Facebook and Twitter and found
• On Twitter, Farmers is quickest to reply, averaging two hours and 28 minutes; American Family is next, with an average of just over three-and-a-half hours.
•
• Mascots: Flo from Progressive, Mayhem from
Notable metrics:
Facebook Unmetric Score
1.
2. Farmers: 56
3. Liberty Mutual: 48
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Total Fans
1. Farmers: 2,312,884
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Growth
1. Liberty Mutual: 169.9 percent
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3. American Family: 34.6 percent
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5. Travelers: 7 percent
Highest Engagement (Calculation of Likes, Comments, Shares, and Impressions that each FB post receives)
1. Travelers: 303
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3.
4. American Family: 89
5. Nationwide: 69
Response Rate
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Average Reply Time (HH:MM:SS)
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Twitter Unmetric Score
1. @
2. @StateFarm: 63
3. @WeAreFarmers: 56
4. @Nationwide: 48
5. @amfam: 47
Total Followers
1. @
2. @
3. @StateFarm: 28,576
4. @Nationwide: 15,959
5. @Progressive: 15,394
Growth
1. @esurance: 11.1 percent
2. @StateFarm: 10.2 percent
3. @
4. @WeAreFarmers: 8 percent
5. @GEICO_Service: 7.9 percent
Average Reply Time (HH:MM:SS)
1. @WeAreFarmers: 2:28:00
2. @amfam: 3:33:00
3. @Nationwide: 3:47:00
4. @TRV_Insurance: 3:51:00
5. @StateFarm: 4:17:00
YouTube Unmetric Score
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2.
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5. Progressive: 49
Total Video Views
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4. Progressive: 14,161,451
5. Nationwide: 3,122,372
YouTube Viewership Growth
1. Liberty Mutual: 84.1 percent
2. American Family: 54.5 percent
3. Progressive: 13.3 percent
4. Nationwide: 12.9 percent
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Total Channel Subscribers
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4. Progressive: 3,835
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Channel Subscriber Growth
1.
2. American Family: 17.3 percent
3. Nationwide: 14.9 percent
4. Liberty Mutual: 12.4 percent
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Mascot Facebook Showdown/Unmetric Score
1. Flo from Progressive: 74
2. Mayhem from
3. GEICO Gecko: 30
Facebook Fans
1. Flo from Progressive: 4,699,955
2. Mayhem from
3. GEICO Gecko: 292,705
Facebook Growth
1. Flo from Progressive: 4.9 percent
2. Mayhem from
3. GEICO Gecko: 1.7 percent
Highest Engagement (Calculation of Likes, Comments, Shares, and Impressions that each FB post receives)
1. Mayhem from
2. GEICO Gecko: 46
3. Flo from Progressive: 21
Copyright: | (c) 2013 Insurance Networking News. All rights Reserved. |
Source: | Source Media, Inc. |
Wordcount: | 1080 |
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