Benchmarking Group Rates Allstate at the Top of Insurers Using Social Media

Unmetric, the social media benchmarking company, releases the results of its a new report detailing which insurance companies have done the best job establishing a meaningful presence on Facebook, Twitter and YouTube. The report: “Who’s Covered? Insurance Social Media Showdown,” assesses more than just raw number of fans. It breaks down how insurance carriers across the U.S. are building, updating, and engaging their communities through social media.

Unmetric examines the activity of the 13 most active American insurance companies on social media over a two-month period, from Sept. 1 to Oct. 31, 2012. Unmetric gave each insurance company a score based on a blend of quantitative and qualitative metrics, weighted and averaged to produce a single number ranging from zero to 100 for each social network—one score for Facebook, one for Twitter, and one for YouTube. These scores are based on metrics such as content strategy, engagement, growth, timing, and frequency of posts, tweets and videos on Facebook, Twitter and YouTube.