Of the 13 largest insurance companies studied, MetLife, Farmers and Liberty Mutual are the most successful with social media, according to "Who's Covered? Insurance Social Media Showdown," a report that examined the social-media activity of insurers from Sept. 1 to Oct. 31, 2012. The report was produced by Unmetric, a social media benchmarking company.
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 YouTube. Scores were based on content strategy, engagement, growth, timing and frequency of posts, tweets and videos on Facebook, Twitter and YouTube, Unmetric said, and go beyond the number of followers and friends the companies have accumulated to determine what campaigns are working, with whom, and how effectively insurance companies and their mascots are utilizing social media.
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