Facebook

Facebook page followers was at one time arguably the most important social metric. Now it is far less important even though any highly visible public metric deserves a digital marketer’s attention. As to why we pay so much attention to the metric, data is always important but it is especially important when there is are changes or trends. It is the cause behind a change that excites us more than the change itself.

PageFollowersNew Followers (Q4 2017)Follower Change Q4 2017 (%)
Flo, The Progressive Girl4724988-115409-2.39
Farmers Insurance221542166540.31
Liberty Mutual Insurance2079219-1581-0.08
State Farm2046348702123.56
Mayhem (Allstate)190673193380.5
Gerber Life116004946800.41
USAA1112715253692.34
Nationwide Pet906193102671.15
AFLAC Duck7971736840.09
Allstate78818219913833.81
New York Life685659-1957-0.29
Metlife67285174701.13
Cigna62418411350.19
Esurance59207077431.33
Transamerica559280-779-0.14
Prudential556560106101.95
GEICO538484194123.74
Progressive Insurance439150102482.39
Thrivent Financial423947190.01
Desjardins28248753941.95
The Gecko (GEICO)278400-253-0.1
Life Happens2771008210.3
American Family26940237271.41
Soy La Mala Suerte268734-1603-0.6
State Farm Latino25098922000.89
Voya235782148836.74
Fidelity22375774153.43
Mass Mutual214793160858.1
Foremost186420-100-0.06
Nationwide Insurance1837442020112.36
Country Financial167676142139.27
Protective Life1593251510.1
Safeco15816011380.73
The Hartford14375520651.46
ManuLife 14331615831.12
Ameriprise1341068500.64
Genworth128662-294-0.23
California Casualty123597-454-0.37
21st Century Insurance118454-435-0.37
AARP MC & Mobile113288-329-0.29
The Foremost Guy111991-359-0.32
Sun Life Financial Canada10692435713.46
Primerica9977421502.21
Contractor Focus - Acuity98525-333-0.34
Trucker Focus - Acuity95183-271-0.29
Farmer Charlie85031220.03
Allstate Latino8498720352.46
Horace Mann7949513401.72
Travelers Insurance7846129983.98
Northwestern Mutual7831035484.75
RBC Insurance7430712201.67
Securian70671-585-0.83
Trusted Choice6818832154.95
Mutual of Omaha6757414382.18
Manufacturing Focus - Acuity67564-189-0.28
Principal Financial5714639597.45
AXA54307-102-0.19
NJM Insurance528393680.71
Erie Insurance4684616723.71
Acuity Insurance 452522490.56
AFLAC4468314493.36
Amica Mutual4113420225.17
Retail Focus - Acuity Insurance41057-223-0.55
Dairyland Cycle Insurance386842440.64
American Modern Collectors Car38231-130-0.34
Encompass343791600.47
Costco Ins ( Ameriprise ) 33299-103-0.31
John Hancock3269725858.59
The General32337440.14
Hiscox Small Business3159718136.09
Modern Woodmen of Am315434281.38
Knights of Columbus Ins30237-44-0.15
State Farm Canada299384751.62
Lincoln Financial261087192.84
Mercury Insurance24776232310.35
Progressive Outdoors23828380.16
Arbella Insurance23657-7-0.03
AtheneUSA22768-127-0.56
The Co-operators224349394.37
Mapfre Insurance20458346020.36
Auto-Owners Insurance2024613627.22
Lemonade 19365584543.24
Foresters192681350.71
The Doctors Company18063570.32
The Cincinnati Insurance Co164371510.93
IFA Auto16369-91-0.56
Haven Life161084803.08
Grinnell Mutual 146001120.78
Bankers Life140182341.7
The Hanover Insurance Co13804480.35
Pacific Life127512431.95
PEMCO123401120.92
American Income Life Insurance Company123093522.95
VFIS (Glatfelter)121784623.95
Western & Southern Group11406180218.77
WoodmenLife 10772131613.92
Farm Bureau Fin Services101353343.41
Pekin Insurance101102242.27
Allstate Canada100935816.11
Ameritas10072277638.05
Shelter99943483.61
Elephant Auto Insurance95261571.68
Farm Bureau Insurance of Tennessee91657078.36
Alfa Insurance90555696.71
Chubb8681104313.66
Sun Life Financial U.S.8635360.42
American Collectors Insurance739377511.72
The IMT Group6786100.15
Colonial Life65063094.99
The Penn Mutual Life Ins Co57232925.38
Catholic Financial Life5692290.52
Liberty National Life Insurance56032063.82
Sentry5505490.9
State Auto53331903.7
VALIC5238531.03
UNUM510156112.36
Sentry - Trucking: For truckers only5071771.55
Great American Insurance Group46041573.54
Infinity Insurance43671443.41
Westfield Insurance38481534.15
American Modern3814902.42
American National Insurance37482487.09
Frankenmuth37292908.44
Grange Insurance35202357.16
West Bend Insurance3518692.01
CNA31621043.41
Western Mutual3156100.32
Agents Focus - Acuity3143652.12
Ladder Insurance289326610.13
Central Insurance Companies2353682.98
Assurity Life2245281.27
Quilt2007965.03
Titan Insurance2004-6-0.3
EMC Insurance1976482.49
Symetra1845191.05
Hartford Steam Boiler1799251.41
Say Insurance137147953.7
Slice Labs130449060.2
Selective Insurance12571099.5

Twitter

The Twitter followers for the major insurers is shown in the table below. The percentage increase is over the previous 3 months. While follower count does not carry the same importance as it once did, it remains a leading indicator for an increase or change in activity. Its a place to start looking.

CompanyTwitter NameFollowersChange (Q4)Change Q4 (%)
USAA HelpUSAA_Help254439864
Geico Customer ServiceGEICO_Service71443124.6
GEICOGEICO6062112502.1
Cigna (Help)CIGNAquestions1483624.4
Allstate HelpAllstatecares46791292.8
PetPlanPetPlan210502511.2
California Cas- Educatorstyeducators8641-22-0.3
Liberty Mutual HelpAskLiberty1649573.6
Colonial LifeColonialLife4126922.3
VFISVFIS2521662.7
Unum (News)Unumnews59261142
VanguardVanguard_Group26029559862.4
Embrace Pet InsuranceEmbracePetIns3241611.9
PEMCOPEMCO475990.2
Allstate InsuranceAllstate 839609511.2
Northwestern MutualNM_News138234193.1
Chubb InsuranceChubbNA443056001.4
Nationwide ServiceOnYourside200822712.8
Jake from State FarmJakeStateFarm413405381.3
Gerber Lifegerberlife248213081.3
Lexington InsuranceLex_Ins5486941.7
Liberty MutualLibertyMutual100168320
Grinnell MutualGrinnellMutual1015424.3
Travelers InsuranceTravelers633669451.5
Munich ReMunichRe 2021510425.4
Aviva CanadaAvivaCanada806281111.2
CignaCIGNA4245418124.5
AIGAIGInsurance356528752.5
Desjardin Group (FR)desjardinscoop175493442
Tennessee Farm BureauTNFarmBureau42101674.1
Horace Mann@HoraceMann465773518.7
Foremost InsuranceForemost115852582.3
Munich Re (US)MunichRe_US119274383.8
John HancockJohnHancockUSA260572410.9
Sun Life of CanadaSunLife210655302.6
American FamilyAMFAM458962780.6
Sun Life (Canada)SunLifeCA102022852.9
GEICO GamingGEICOGaming24180267612.4
TrupanionTrupanion153741441
California CasualtyCalCasInsurance4919-29-0.6
Protective LifeProtectiveLife8153-9-0.1
Desjardins General InsuranceDesjardinsGroup72822583.7
Mass Mutual@massmutual3537730069.3
Plymouth RockPlymouthRock2745351.3
Westfield Insurancewestfieldins5799851.5
The PrincipalPrincipal145113302.3
Penn Mutualpennmutual1075595.8
Central InsuranceCentral_Ins704243.5
Travelers Insurance (Help)AskTravelers21961567.7
Allianz Life NewsAllianzLifeNews1671472.9
Country Financialhellocountry8629941.1
Mutual of Omahamutualofomaha36957410.1
WoodmenLifeWoodmenlife1516432.9
TransamericaTransamerica59272-101-0.2
CNA Insurance'CNA_Insurance43991363.2
West Bend MutualWBsilverlining10110-85-0.8
ManulifeManulife122903773.2
Farmers InsWeAreFarmers434208902.1
The Co-operatorsThe_Cooperators46601683.7
LemonadeLemonade_Inc8619155822.1
EMC InsuranceEMCInsurance2005512.6
Mercury InsuranceMercuryIns2311793.5
Sunlife USSunLifeUS5344420.8
Alfa Insurancealfa_insurance1535312.1
Infinity Property and CasualtyInfinityAuto1654-7-0.4
Amica Mutual@Amica3076716615.7
State Farm of CanadaStateFarmCanada 23699-145-0.6
SwissReSwissRe2600511194.5
SecurianSecurian1586493.2
Northbridge Insurancenorthbridgeins28951033.7
State Auto@StateAuto42331152.8
Safe AutoSafeAuto6155330.5
USAA@USAA11729722011.9
Ameriprise Auto HomeAmeripriseAH599203.5
AcuityAcuityinsurance113515215.5
Lincoln Financiallincolnfingroup74394386.3
Safeco InsuranceSafecoInsurance252956922.8
Allstate CanadaAllstateCanada111512212.3
AON CanadaAonCanada1430372.7
Tennessee Farmer CharlieFarmerCharlie128481000.8
Nationwide PetNationwidePet315472130.7
Wild Kingdom (MutOmaha)wildkingdom11598130.1
The Hartford TheHartford384814991.3
Hanover InsuranceThe_hanover5329821.6
California Cas- Peace OfftyPeaceOfficers7370-54-0.7
RSA CanadaRSACanada41301433.6
Esurance Caresesurancecares1761603.5
Zurich North AmericaZurichNAnews463654210.9
Shelter InsuranceShelter_Ins1103706.8
Forestersweareforesters814384.9
Haven LifeHavenLifeInsure33581987144.9
Erie Insuranceerie_insurance85051782.1
Kansas City LifeKansasCityLife127010.1
Grange InsuranceGrangeInsurance1802834.8
Western & SouthernWesternSouthern2942642.2
AXAAXA_US16296-50
Prudential NewsPrudentialNews2987223308.5
Auto Owners@AutoOwnersIns53901843.5
Prudential@Prudential138799107078.4
Nationwide Insurance@Nationwide606077971.3
VoyaVoya59323-90-0.2
California Cas- FirefighterstyFirefighters4706-28-0.6
Gen ReGen_Re29581515.4
PrimericaPrimerica275415892.2
Globe LifeGlobeLife1632150.9
AONAon_plc3328712023.8
Pacific Lifepacificlife2682622.4
Ontario MutualsOntarioMutuals1228373.1
State Farm Insurance@StateFarm9650010521.1
MapfreMAPFREIns551407.8
Equitable Life of Canadaequitablelife2193381.8
Thrivent Financial@Thrivent144481491
California Cas - NursestyNurses11244-30-0.3
Allstate Latinoallstatelatino4887-29-0.6
The GeneralThegeneralAuto7011-125-1.8
GEICO GeckoTheGEICOGECKO295245121.8
EsuranceEsurance132408-1877-1.4
Progressive InsuranceProgressive5679013932.5
Sliceslicelabs16561389.1
MetLife@MetLife4886021684.6
Allianz LifeAllianzLife 2348602.6
AflacAflac260073041.2
New York Life@NewYorkLife234647-397-0.2
RBC Insurancerbcinsurance14258460.3
Liberty Mutual@LibertyB2B47121-65-0.1
AllState - MayhemMayhem1100201120611.3
Mutual Boiler ReMutualBoiler_Re35051.5
AFLAC DuckAflacDuck68526-238-0.4
American Family Media (News)AMFAMNews34181203.6
State Farm LatinoStateFarmLatino48767-196-0.4
Ameriprise FinancialAmeriprise51742535.1
Sentry InsuranceSentryInsurance921303.4
Progressive - Its FloItsFlo490737171.5
The Hartford PR teamTheHartford_PR2286291.3
Western NationalWesternNational77350.7
Zurich Canadazurichcanada3360742.3
EmployersEmployers_ins2033321.6
DairyLand CycleDairylandcycle38341.1

Insurance Blogs

This section is designed to collect examples of blogs hosted by insurers. Initially it is limited but will grow over time. If you know of a good industrty blog please do contact us

CompanyDescriptionLink
AcuityVery active internal blog written by subject matter experts in key business categories. Currently there are 7 categories and each category has a new post once a month but this varies depending on the author. Most aricles are 400-800 words with a single image. Author bios are comprehensive and the blog is integrated into the corporate website and used as a detination for social posts.https://www.acuity.com/acuity-focus
Central InsuranceA blog that uses internal staff on 6-8 week assignments to create articles. Altogther, the blog has used over 100 staff members and employs a blog editor to keep the activity moving. Each blogger has a bio listed. Articles are used to promote content for agencies through Facebook though they are also distributed via an email subscription. The blog is contained on a standalone Wordpress account. ShareThis is used to amplify reach.https://blog.central-insurance.com
West Bend MutualA reasonably active blog covering a variety of consumer subjects with a synergy to insurance. The blog posts make up much of the content for the company's Facebook page and there is a lot of encouragement to share the content from within the articles. For in-article sharing Facebook is by far the most active followed by LinkedIn. Twitter is rarely used to share content. All articles in the past 6 months have been written by a single author. ww.thesilverlining.com/westbendcares/blog
Cincinnati InsuranceA blog with new posts about twice a week on 8 separate insurance categories. The blog lists over 150 separate bloggers from the internal staff. The blog is hosted on Wordpress using sharethis to help amplify the reach. The company has elected not to display the number of social shares. Blog articles are used as Facebook content which is aimed at agents and employeeshttps://blog.cinfin.com/
Northwestern MutualUpdated with a new CMO to provide more information on living for today while saving for the future. Built into the website under the menu "Life and Money"https://www.northwesternmutual.com/life-and-money/

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