Part
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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.