Survey analyzes insurers’ social media presence

Posted on: Friday, February 08, 2013

A new poll may prove to be worthy of interest for insurance agents, as it details which insurers exhibit the keenest social media acumen.

The report, "Who's Covered? Insurance Media Showdown," was conducted by social media benchmarking firm Unmetric and determined how social media savvy insurers were through several different measurements, such as how frequently posts were made to Facebook and Twitter, number of followers, how many "likes" they received and the consistency of presence on these sites. They also analyzed the immediacy with which insurers responded to policyholders' questions.

Measured on a scale of zero to 100, Allstate came in first overall. However, because there were so many categories to gauge insurers social media presence, there were several winners. For example, with more than 2.3 million fans, Farmers Insurance scored best on Facebook, followed by MetLife with 554,438 fans.

On Twitter, meanwhile, USAA scored best, while GEICO fared the highest ratings on YouTube. Twitter, Facebook and YouTube were the only three social media engines analyzed.

Social media is a great way in which to engage insurance customers. Industry experts caution professionals to stay active on these sites as it can serve as an easy way to answer insurance leads' questions, potentially leading to future insurance sales.

Engagement with social media has steadily risen since the websites' launch into the internet world in the early 2000s. For example, in a poll released by National Journal in the summer of last year, close to two-thirds of all social media users said that they believed using websites like Facebook, Twitter and LinkedIn enabled them to feel more involved with the outside world and informed about what's going on.

Posted In: Insurance News, Utilizing Social Media

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