This document analyzes the social media presence and engagement of major US health insurance companies in September 2014. Blue Cross Blue Shield had the most Facebook fans and YouTube subscribers. Kaiser Permanente had the most Twitter followers. Aetna's post encouraging people to share fitness photos received the highest activation rate on Facebook. Blue Cross Blue Shield's post about making a bug-repelling candle received the most retweets. Cigna's video of its foundation director taking the ALS Ice Bucket Challenge received the most YouTube views that month.

1. SOCIAL
SNAPSHOT: healthcare
S E P T E M B E R 2 0 1 4
Blue Cross Blue Shield health. join in.*
Kaiser Permanente
Humana
eHealth Insurance
Aetna
United Healthcare
Cigna
Health net
facebook
# Fans
720,829
56,692
42,540
38,470
23,561
14,861
10,858
692 HIGHEST ACTIVATION RATE
Post by Aetna encouraging people to take and share
#HealthySele's of home tness equipment
ACTIVATION RATE: 7.5%
Blue Cross Blue Shield health. join in.
Kaiser Permanente**
Aetna
Cigna
Humana
United Healthcare
eHealth Insurance
Health net
# Followers
63,508
25,459
13,726
12,037
9,208
6,250
5,310
2,089
twitter
most retweets
Blue Cross Blue Shield Health. Join in.
shows how to make a sweet smelling
candle that serves as a bug repellent
RETWEETS: 49
**Follower count is aggregate of @KPThrive and @KPShare
YYOOUUTTUUBBEE
Kaiser Permanente
Blue Cross Blue Shield health. join in.
Humana
Cigna
eHealth Insurance
Aetna
United Healthcare
Health net
# Subscribers
2,343
1,420
1,389
580
580
367
330
56
P A R T I C I P A N T E N G A G E M E N T
Talking
About
Retweets,
Mentions and
Hashtags
916 1,246 2,640
23,658 15,266 16,699
health. join in. humana
Blue Cross Blue Shield
M E T H O D O L O G Y
Avg. Views
Per Video
Healthcare Average
Leading Brand
Socialtools is a global proprietary Publicis Groupe app that tracks competitive performance
of brands' Facebook, Twitter, YouTube and Instagram accounts. Performics leverages
Socialtools to extract insights and create benchmarks to build client presence in the social
space and drive successful brand experiences for participants focused on performance.
Average
views/video
Average number of
views per video
posted by brand
TALKING
ABOUT
Number of unique users sharing
stories about the brand page
over the last 7 days (e.g. liking,
sharing, checking in, etc.)
Activation
Rate/Post
[(likes+comments+shares) /
(fans x CM posts)] x 100
CONNECT WITH US performics.com facebook.com/performics twitter.com/performics
most viewed
Executive Director of The Cigna
Foundation, David Figliuzzi,
takes the ALS #icebucketchal-lenge
alongside hundreds of
Cigna employees
views: 1,649
Blue Cross Blue Shield
health. join in.
August Data
*Only includes Anthem BlueCross, Anthem BlueCross BlueShield, BlueCross BlueShield of Georgia and Empire BlueCross BlueShield