We already know that social media, aside as its function as an interactional platform, its also used by business to advertise their activities. Especially the virtual business. Those activites are, of course, affecting their image in social media. But how about “a real business”? They also use social media to advertise. One business in the “real world” is insurance business.
Sasbuzz did a research about how is the image of insurance companies in social media. By using “insurance” as a keyword, Sasbuzz found that “business” is the most frequent word used when people talk about insurance in social media. It depeicts that in social media, insurance oftenly talked in terms of “a business opportunity”. Sasbuzz also found that insurance also associated with gift-giving promotion. It was indicated by many posts in social media that contain words like tickets, car, and motorcycles.
Most posts by social media users were made when they were in a bank, insurance office, or hospital. Based on decomposition of the contents, Sasbuzz found that posts in banks and insurance offices are mostly associated with users who registering their membership. While hospitals is the most associated place to claim insurance beside the insurance office. But when we decompose those posts based on region, we found that most posts were centralized in Java.
Figure 2 Heat map.
There are 3 insurance companies that have the biggest noise in social media. They are Prudential, Allianz, and AXA. Figure 3 depicts the noise-share and crowd-share between those three companies. Noise-share is a term describing about percentage of share of noise in social media, while crowd-share describes the percentage of share of the number of social media users that talk about a theme/word in social media.
Figure 3 Noise-share and crowd-share.
Prudential has the biggest noise-share as well as the crowd-share. While AXA has 33% noise-share and 33% crowd-share. Allianz has 19% noise-share and 21% crowd-share. One fact that quite interesting is that Prudential has bigger noise-share than its crowd-share. It indicates that there are several accounts in social media that repeatedly talk about Prudential.
Figure 4 Peak time.
In figure 4, we see the peak time of noise about Prudential, AXA, and Allianz in social media. All of those are happened during weekdays on early work time, lunch time, and when people going home after work. Based on decomposition of the contents, Sasbuzz found that most of those posts were made by insurance employee. It indicates that those employees are active social media users which frequently posting about their daily office activities.
