Insurance and Twitter – Who Gives A Tweet?

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The majority of insurers have established a presence on Twitter in part to listen to what consumers are saying about them, their competitors and the industry. But, how should you handle a negative “tweet”? Do you have a social defense plan and who is involved? How many times should you tweet a day or week and about what? Should you attempt to support customers? Is the number of followers important and if so why? What metrics are important? How should you recruit followers?

These are some, not all, of the valid questions under consideration in insurance groups worldwide. The most advanced insurers in social media are asking the questions and now pushing to understand the answers and ramifications. No insurer has all of the answers but there are clear leaders who are positioning themselves to create a competitive advantage as they iron out internal policies, processes and understanding.

We capture insurer Twitter data constantly, below is a small sample limited to main business Twitter feeds. Many insurers have multiple feed, sometimes dedicated to service, or media news, or marketing icons and mascots. From the follower count, you can see who has most reach, from the Conversation Index who can see to what extent they engage with the customer. For example, 90% of all Progressive’s tweets go to a single person. To see more data, click on the link and we will sent you the July edition of SocialEyes– Social Media for Insurance which contained more data.

Please comment – How important is the Conversation Index? Should insurers engage or broadcast using Twitter? What are the considerations that have affected your own strategy?

Carrier Fan Count Month Growth Conversation Index
Allstate Insurance

18946

3%

59%

USAA

17689

6%

30%

State Farm

14809

10%

88%

The Hartford

9565

3%

11%

Progressive

8040

4%

90%

Chubb Insurance

6236

5%

18%

Nationwide

6144

9%

43%

Travelers Insurance

5541

8%

27%

Farmers Insurance

4783

4%

10%

GEICO

4595

12%

44%

Liberty Mutual

4253

8%

43%

American Family

3124

9%

17%

AON

?

2792

10%

7%

Cigna

?

2701

7%

7%

PEMCO

?

2649

4%

15%

Esurance

?

2612

19%

26%

Zurich North America

?

2553

9%

20%

New York Life

2438

15%

3%

Northwestern Mutual

2037

6%

13%

Safe Auto

1988

5%

11%

AXA Gorilla

1958

4%

1%

Munich Re

1627

5%

22%

Thrivent Financial

1544

3%

2%

Safeco Insurance

1341

7%

9%

MetLife Blimp

1302

9%

65%

Westfield Insurance

1213

6%

4%

Foremost

1128

10%

24%

Amica Mutual

1077

5%

33%

The Principal

1055

9%

19%

AXA Equitable

992

10%

5%

Industry Average

6.5%

34%

Republished with author's permission from original post.

Terry Golesworthy
As the president of The Customer Respect Group for 7 years, I focus on the online experience of consumers. Online experience has always been bigger than the company website, from the response to email to integration to other offline channels. It has now grown to include social media.

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