The benchmarking company has now released the results of its ranking in a new report.
The social media benchmarking company, Unmetric, has just released its latest report which details the performance of companies in the insurance industry in terms of their achievements on social networks.
The primary focus of this ranking was on Facebook, Twitter, and YouTube performance.
The insurance industry report from Unmetric was called “Who’s Covered? Insurance Social Media Showdown” and it determined which insurers established the most meaningful Facebook, YouTube and Twitter presences through the assessment of several factors. Though it did take the number of followers into consideration, it delved more deeply into the quality of the social media performance.
The results were then broken down in terms of the quality of the experience by the companies in the insurance industry.
It factored in the way that the insurance industry companies had been creating, updating, and engaging people by way of social media strategies. The report showed an examination of the thirteen American insurers who were the most active over social media. It studied their performances over a period of two months, which spanned from the start of September to the end of October, last year.
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The scores issued by Unmetric provided each insurer with a rank that was based on a combination of qualitative and quantitative metrics, which were balanced and averaged in order to provide a number that ranged from 0 to 100 in each of the social network categories. They were based on engagement, timing and frequency of posts (as well as tweets and videos), content strategy, and growth on Facebook, Twitter and YouTube.
The insurance industry company that had the largest number of followers was Farmers, which had more than 2.3 million Facebook fans. MetLife was in distant second place, with 554,438 fans . What was notable about these statistics was that that performance didn’t carry over to Twitter or YouTube. Unmetric speculated that this may have had something to do with the fact that in 2011, Farmers sponsored Farmville, which led to massive growth in the “likes” for its page.
The final overall scores for the leaders in Unmetric’s ranks of the insurance industry were: Allstate (166 points), State Farm (148 points), GEICO (145 points), Farmers (130 points) and MetLife (129 points).