A new survey with infographic in the US assesses the performance of insurance companies in terms of Twitter, Youtube, Facebook achievements. he rankings reflect the level of digital customer engagement from the social media insurance leaders.
The report called “Who’s covered? Insurance Social Media Showdown determined insurers who have established the most meaning social media presence. The rankings are based on the quality of social media performance and the number of followers, as well.
The report showed the examination of 13 active in social media American insurers, studying their performances from September to October 2012.
The results were based on quantitative and qualitative metrics, averaged to provide a range between 0 and 100 in each social network category such as timing and frequency of posts, growth, engagement, and content strategy on social media.
The insurance company with the most followers was Farmers, having over 2.3 million Facebook fans. This may have been due to the fact that Farmers sponsored Farmville in 2011, leading to a massive increase in Facebook likes. Second was MetLife with 554,438 fans.
The final rankings are as follows: Allstate (@Allstate) with 166 points, State Farm (@StateFarm) with 148 points, GEICO (@GEICO_Service) with 145 points, Farmers (@WeAreFarmers) with 130 points, and MetLife (@MetLife) with 129 points.
- Farmers has over 2.3 million Facebook fans
- MetLife has over 554,438 fans
- All States was number 1 with 166 points, State Farm got second for 148 points, GEICO was third with 145 points, Farmers was fourth with 130 points, and MetLife ranked fifth with 129 points
- Mascots Unmetric Score: Flo of Progressive – 74, Mayhem of Allstate – 43, Gecko of GEICO – 30
- Engagement Scores: Travelers – 303, USAA – 124, MetLife – 105, American Family Insurance – 89, Nationwide Insurance – 69
- Twitter Replies: @StateFarm – 483, @GEICO_Service – 276, @WeAreFarmers – 246, @Progressive – 100, @Nationwide – 75, @amfam – 60
- Total Video Views: GEICO – 49 million, Allstate – 27 million, StateFarm – 22 million, Progressive – 14 million, Nationwide Insurance – 3 million
Covered by my Visible Banking Team
Another proof that if social media is not a fad, even for financial services firms, building relevant communities and engaging them is challenging to say the least. Most insurers are struggling.
So how much do you think an infographic like this one can affect how insurers and insurance companies worldwide integrate social media channels like Facebook and Twitter to their marketing and communication plans?