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.
“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
• 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.