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This Property & Casualty Insurance Monitor Report evaluates the way firms use social media to strengthen their brand. We started our analysis by looking at how firms promote their social media presence on the public site. We also graded firms by their internal social media efforts, such as blogs, and noted each firm’s presence on major social media sites, such as Facebook, Twitter and YouTube. Finally, we discussed noteworthy marketing campaigns firms employ on these sites.
We evaluated firms by the following aspects of each firm’s social media involvement:
Firms generally do not maximize space on public sites to promote social media involvement. In fact, over 66% of firms place links to company pages on social media sites solely on the bottom static menu, making it easy for users to miss. Only two firms place these icons in a prominent location on the public site. In addition, we were disappointed to find that only four firms allow users to share public site content using their own social media profiles.
In terms of types of social media firms offer, we found that most firms offer a presence on popular social media sites, but fewer provide internal forms of social media. All firms in this report possess at least one Facebook, Twitter, LinkedIn and YouTube profile, and all but two firms have a Google+ profile. Only five firms offer a blog, and another five firms offer interactive customer reviews pages equipped with social media share features.
Finally, firms generally do a good job of updating social media profiles often and with interesting content. Facebook profiles are generally the most robust platforms, with over 83% of firms using games, discussions or quizzes to incite user participation, and 66% posting videos. Firms successfully update social media pages often, with 66% of firms updating Facebook more than once a day, and 42% updating Twitter multiple times daily. YouTube is generally updated less often, though 33% of firms update their channels on a weekly basis.
Additional key findings include: