I chose to look at State Farm Insurance Company for my brand on Facebook. State Farm tries to convey to their audience that they are thinking of their well-being. They do this by posting things about safety, money-saving tips, home improvement tips and other things that can be tied to their brand.
State Farm posts on average about once a day. They have posted 6 times over this last week. They usually post in the morning or the early afternoon. Their audience seems to be middle-class men and women from ages 30 and up. The context of the posts seem to be targeted to this audience, and the same audience is engaging them back.
To improve I think State Farm needs to try to reach a younger audience. Young adults who are going into the real world are gonna look for an insurance company. State Farm’s posts seems to be more targeted to the clients they already have. State Farm could post something about how to reach an agent in your area, or when is the right time to get off of your parents’ insurance. They also could engage their audience more. They seem to be very selective in who they respond to, leaving interesting comments and questions unanswered.
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