Social Media Audit, April 2019

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Part
01

April Social Media Audit: Geico and Allstate

An evaluation of the social media activity of Geico and Allstate for the month of April 2019, revealed that Geico was more active on its social media accounts than Allstate. On most of its posts, Geico primarily focused on promoting awareness of distracted driving. Allstate was found to be more active on Twitter and Facebook than on Instagram. All relevant information has been documented in rows 5-11, columns D-K, of the attached spreadsheet.

Methodology

In order to audit the social media channels for Geico and Allstate, we began by searching through each of their social media accounts — Facebook, Twitter, Instagram, and Pinterest. On each of their Facebook, Twitter, and Instagram accounts, we carefully examined each post that was posted in the month of April 2019, to determine the type of content displayed, the most common theme noticed, the total number of posts posted in the month of April, and the post that acquired the most number of likes. We then reviewed their account profiles to identify the total number of followers for Geico and Allstate.
In the case of the Pinterest accounts of Geico and Allstate, we were able to determine the type of content that was posted and the total number of followers. Pinterest does not display the date when a particular post was uploaded. Therefore, we were not able to identify the common themes and the total number of posts for the month of April. However, we were able to provide the most common theme overall in their account by identifying the board that contained the most number of pins.

Findings

Geico

The content displayed on Geico’s Facebook, Twitter, Instagram, and Pinterest accounts feature various videos, infographics, guides, interactive posts, tips, and visuals. The common theme seen throughout the month across its social media accounts is on raising awareness of distracted driving through its introduction of Geico Smartdogs. Among the many platforms, its Facebook account has the most number of followers (589,974) and has over 21 posts during April 2019. Its Twitter page has over 63,500 followers and has 36 posts for the month of April. Its Instagram page has over 21,100 followers and contains 28 posts for the month of April.

Allstate

The content displayed on Allstate’s Facebook, Twitter, Instagram, and Pinterest accounts feature various videos, infographics, guides, interactive posts, tips, and visuals. The common theme seen throughout the month on its Facebook and Twitter accounts was on safe driving, while its Instagram account contained only two posts for the month of April and both featured ‘The Renewal Awards’. Among the many platforms, its Facebook account has the most number of followers (803,640) and featured 15 posts during April 2019. Its Twitter page has over 84,400 followers and has 19 posts for the month of April. Its Instagram page has over 16,600 followers and contains only two posts for the month of April.
The required information on Geico and Allstate has been documented in rows 5-11, columns D-K, of the attached spreadsheet.

Part
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Part
02

April Social Media Audit: Esurance and Root Insurance

Our audit of Esurance’s April social media activity revealed the company made 14 posts on Facebook, 15 posts on Twitter, zero posts to Instagram, and seven posts on Pinterest. Our audit of Root Insurance’s activity revealed the company made 30 posts on Facebook, 55 posts on Twitter, 12 posts on Instagram, and no posts on Pinterest. The entire project is here.

Methodology

Our inquiry consisted solely of the social media links provided for each company. We acquired all the requested information from these sources. However, we did encounter some difficulty regarding Pinterest. While Esurance provided dates with their Pins, Root Insurance did not. Though Pinterest does not include the date, we found it reasonable to include the pins based on the publication dates provided by Esurance. But the only information we have to go on regarding the latter's dates is a Pinterest notation that Root Insurance last saved its content 16 weeks ago. While we record the Root Insurance data here for completion's sake, we do not include the data in the project spreadsheet.

Finally, a note on Root Insurance's Instagram data: Instagram records Comments and Likes for pictures, but it records Views and Comments for videos. Root Insurance's Instagram has videos with over 1000 Views, but it does not display the number of Likes for those videos. So we used a picture posted in April with the highest number of Likes instead of a video with a higher number of views.

April Social Media Audit: Esurance and Root Insurance

Esurance

Esurance’s April Facebook content mainly consists of pictures, videos, an infographic, and guides/tips. The common themes were product and service promotion, information (e.g., helpful and safety tips), and recognition of certain named calendar events (Earth Day and National Pet Day). The company has 578,909 followers as of May 15, 2019. The company had 14 posts in April, and this post received 4,400 Likes.

Esurance’s April Twitter content mainly consists of pictures, videos, infographics, and guides/tips. The common themes were product and service promotion, information (e.g., helpful and safety tips), and recognition of certain named calendar events (Earth Day and National Pet Day). The company has 123,000 followers as of May 15, 2019. The company had 15 posts in April, and this post received 6 Likes and 7 Retweets.

Esurance had no activity on their Instagram account in April. Their last post was in March 2018. However, the content that is there are pictures submitted by customers/users and employees. The themes are primarily DIY for homes and vehicles. The company has 8146 followers as of May 15, 2019.

Esurance’s April Pinterest content mainly consists of pictures that acted as redirects to articles on the company blog. The common themes were product and service promotion and information sharing (e.g., helpful and safety tips). The company has 1721 followers as of May 15, 2019. The company had seven posts in April, and this post received 80 Pins.

Root Insurance

Root Insurance’s April Facebook content mainly consists of client testimonials, guides/tips, pictures, videos, and infographics. The common themes were product and service promotion, safe driving metrics, cost of insurance metrics, customer support, and driver safety information. The company has 38,777 followers as of May 15, 2019. The company had 30 posts in April, and this post received 20 Likes, 33 Comments, and two Shares.

Root Insurance’s April Twitter content mainly consists of client testimonials, guides/tips, pictures, videos, and infographics. The common themes were product and service promotion, safe driving metrics, cost of insurance metrics, customer support, customer reviews, and driver safety information. The company has 2169 followers as of May 15, 2019. The company had 55 posts in April, and this post/Retweet received 20 Likes.

Root Insurance’s April Instagram content mainly consists of pictures, videos, and infographics. The common themes were product and service promotion, safe driving metrics, and driver safety information. The company has 3629 followers as of May 15, 2019. The company had 12 posts in April, and this post received 775 Likes.

Root Insurance’s activity on Pinterest was over 16 weeks ago. There are no indications that the company posted anything in the month of April because the individual Pins are undated. However, the content that is there are primarily pictures, videos, and tips (which all redirect to the company website). The content is all vaguely associated with the company, driving, and using smartphones. The company has 19 followers as of May 15, 2019.

Part
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Part
03

April Social Media Audit: Lemonade and MetroMile

After reviewing the Facebook, Twitter, and Instagram accounts of Lemonade and Metromile, we have determined the level of activity for each company on their social media channels in the month of April. On the attached spreadsheet, our findings on this particular topic are available in rows five through eleven of columns T through AA. Below we have presented an outline of our research strategy and a summary of our findings.

METHODOLOGY

To locate the requested information, we searched through the respective social media accounts (Facebook, Twitter, and Instagram) of Lemonade and Metromile. On Facebook, we reviewed their profiles and found the number of followers was readily available. We then carefully examined the posts section on their Facebook pages, where we focused on those from April. After scrutinizing each post to determine the content type, theme, number of likes, and the total number of posts, we concentrated on those with the most likes during April 2019.

Next, we turned our attention to Twitter and Instagram, which required a similar research method to the one we used for Facebook, without having to navigate to a different section to view the posts. We then selected those with the most amount of likes. During our search, we noticed that the posts from Lemonade and Metromile on their Twitter and Facebook accounts were identical in terms of content type and theme.

OVERVIEW OF FINDINGS

LEMONADE

On Lemonade's Facebook and Twitter page, there were a total of 25 and 26 posts, respectively, for April 2019. The types of content from the company on Facebook and Twitter included interviews, infographics, guides, and videos among others. Meanwhile, the common themes for both channels were product promotion as the company discussed their assurance products. They also bestowed information on ordinary matters concerning assurance. Lemonade has 37,104 followers on Facebook and 13,800 on Twitter.

The type of content that the company placed on their Instagram account in April were all visual videos. The common themes for these videos were related to insurance. During April, Lemonade posted eight times on Instagram, and the company has 19,100 followers on their channel.

METROMILE

In April 2019, Metromile posted 22 times on Facebook and 51 times on Twitter. The types of content the company placed on Facebook and Twitter were primarily visual images, live stream promotions, and guides. Additionally, Metromile posted about specific holidays such as Earth Day. Also, the common themes were product promotion for their assurance offerings, along with their referral program. On Facebook, Metromile has 33,053 followers and 4,842 on Twitter.

For April 2019, Metromile posted visual images on their Instagram account. The common theme was the promotion of their insurance, which helps to limit danger in regular circumstances. There were a total of four posts on this channel in April 2019. Moreover, Metromile has around 2,772 followers on Instagram.

Part
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Part
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April Social Media Audit: Lululemon and Nike

As indicated in the spreadsheet, both Nike and Lululemon are active on various social media platforms. The most popular platforms for all of these companies in April were Twitter and Instagram. Lululemon had 15 posts on Instagram and 17 posts on Facebook with 45,262 likes and 362 likes respectively. Nike had 8 posts on Twitter and 5 posts on Instagram with 361,474 likes and 12,885,984 likes respectively.

HOW ACTIVE LULULEMON AND NIKE WERE ON SOCIAL MEDIA CHANNELS IN APRIL 2019

1. LULULEMON

FACEBOOK

Type of content: Articles, videos and pictures. A series of a total training web series separated by number. Each one contains tips about exercising. Common Themes: Health and wellness, building strength, repairing muscles, running, total training, proper nutrition, properly sleeping, properly breathing. Total number of followers: 2,092,142 Total number of posts: 17 Most likes on a single post: link Total number of likes: 362

TWITTER

Type of content: Articles, short videos (about 20 seconds each) and pictures. Common Themes: Health and wellness, building strength, repairing muscles, running, total training, proper nutrition, properly sleeping, properly breathing. Total number of followers: 1,048,385 Total number of posts: 8 Most likes on a single post: link Total number of likes: 64

INSTAGRAM

Type of content: Pictures, videos and text. Common Themes: The usual posts of health and exercising, and also the promotion of events such as a yoga big reunion in the Sweatlife Festival of China, and Lululemon ambassador's reunions at Canada as well. Total number of followers: 2,916,651 Total number of posts: 15 Most likes on a single post: link Total number of likes: 45,262

PINTEREST

Type of content: The main content is showed in pins (pictures). Common Themes: The usual posts of health and exercising. Total number of followers: 2,212,533 Total number of posts: N/A (there wasn't a post in the mentioned month) Most likes on a single post: N/A Total number of likes: N/A

2. NIKE

FACEBOOK

Type of content: N/A Common Themes: N/A Total number of followers: 32,929,501 Total number of posts: 0 (No new post since October 2018) Most likes on a single post: N/A Total number of likes: N/A

TWITTER

Type of content: The main content is delivered by gifs, videos, articles, pictures and written tweets with linking athletes sponsored by Nike. Common Themes: Mostly sports like American football, golf, running, and soccer. Also, mentioned the life story of famous athletes, like Tiger Woods. Total number of followers: 7,788,189 Total number of posts: 8 Most likes on a single post: link Total number of likes: 361,474

INSTAGRAM

Type of content: The main content is delivered by gifs, videos, and pictures. All the posts have texts on it. Common Themes: Mostly sports like golf, running, and skating. Also, mentioned the life story of famous athletes, like Alex Roca, Evgenia Medvedevа and Tiger Woods. Total number of followers: 87,593,184 Total number of posts: 5 Most likes on a single post: link Total number of likes: 12,885,984

PINTEREST

Type of content: The main content is showed in pins (pictures). Common Themes: The most common themes are fashion ones, such as selling sneakers and presenting their new styles. Total number of followers: 386,254 Total number of posts: N/A Most likes on a single post: N/A Total number of likes: N/A
Part
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Part
05

April Social Media Audit: Patagonia

Rows 5-11, columns AJ-AM (Patagonia) of the attached spreadsheet have been completed. Please note that Pinterest does not display the date of pins. Therefore, the information specific to April cannot be provided. Only general information such as the number of followers (71,917) and other publicly available information have been provided.
Patagonia’s most popular social media channel is Instagram (around 4 million followers). The types of content on Patagonia’s social media channels include visual (photos), videos/TV spots, and links to articles on the company. The documentary produced by Patagonia called “Artifishal” is one of the most common themes on its social media channels. The link to the article that featured Yvon Chouinard’s (founder of Patagonia) interview with Esquire was the most liked post on the company’s Facebook (2,606 likes) and Twitter (1,298 likes) accounts.

Sources
Sources