Insurers Continue to Grow Facebook Fan Counts – USAA Stays Top


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Facebook fan recruitment is critical to developing recommender networks and comparing fan count has become a key part of social media bragging rights in the industry. However, a straight comparison is too simplistic; different types of Facebook page attract very diverse sets of fans each offering the insurer different benefits.

The table lists fan count for corporate Facebook pages where fans are arguably the closest to existing or prospective customers. USAA continues to lead the field which they have done month on month for a year and a half. This lead narrowed and came under pressure in recent months following a highly successful recruitment campaign by Farmers with a promotion on the Farmville social game. Farmers grew their fan base from 6,200 in September 2010 to their current number of 129,000. USAA on the other hand is the social media Energizer bunny with consistent growth over 18 months without any significant campaign blimps. State Farm, another consistent recruiter, has had double-digit monthly growth for over a year. A year ago, they were celebrating reaching 10,000 fans and now stand at over 60,000.

Insurer Fan Count Average Monthly Growth New Monthly Conversations
USAA 137339 4% 25
Farmers Insurance 129136 3% 5
GEICO 99713 7% 12
State Farm Insurance 60240 28% 24
American Family 29726 27% 28
Allstate 26106 6% 13
Progressive Insurance 22523 6% 14
Thrivent Financial 19104 2% 36
21st Century Insurance 18600 8% 17
New York Life 10069 47% 29
Nationwide Insurance 8083 4% 10
AFLAC 7459 9% 0
Northwestern Mutual Life 6943 3% 23
Gerber Life 6687 4% 2
Liberty Mutual Insurance 5570 5% 32
MetLife 4619 24% 13
Travelers Insurance 4171 8% 1
Erie Insurance 4155 6% 14
VALIC 3509 1% 10
Esurance 3405 48% 35
The Hartford 3365 2% 15
Safeco 1817 5% 11
Principal Financial 1535 4% 7
Chubb 1296 7% 42
Westfield Insurance 1252 3% 43
Amica Mutual 856 5% 90
Mutual of Omaha 829 4% 5
Horace Mann 763 3% 21
Pacific Life 361 6% 3
John Hancock 294 6% 1

An ongoing challenge for insurers is how to start conversations that will engage fans. New conversations started by insurers average about 19 a month but with significant variation. Starting more conversations does not always correlate to fan growth and consumers have indicated that brands that ‘overstep’ their welcome are in danger of deletion. Most insurers allow fans to start conversations but there are exceptions and this group now includes Allstate, New York Life, Liberty Mutual and VALIC.

While more insurers than ever provide company Facebook pages, there are noticeable absentees represented on the platform by automatically generated community pages. Included in this list are Ameriprise, UNUM, Prudential, and Mass Mutual.

A more complete analysis is contained in the March edition of SocialEyes – The Insurers’ View of Social Media, now available FREE from:

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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