Conduct weekly tracking of paid advertising on social platforms by competitors to Lincoln Financial

Goals

To gather competitive insights, you would like to see a weekly analysis of paid social media advertising by competitors to Lincoln Financial. Specifically, you would like to track what Pacific Life, MetLife, Principal Financial, Fidelity, New York Life, Prudential Financial, Voya Financial, Brighthouse Financial, John Hancock, Northwestern Mutual and Ameriprise Financial publish on Facebook, Twitter and LinkedIn in the form of paid advertising.

Early Findings

PACIFIC LIFE

METLIFE

  • MetLife published 10 paid posts on Facebook during the past week.
  • MetLife promoted a post on Twitter several times during the past week.
  • MetLife has a number of active promoted posts on LinkedIn, but there is no way to know when the posts were promoted.

PRINCIPAL FINANCIAL GROUP

  • Principal Financial Group did not post any ads on Facebook or Twitter during the past week.
  • Principal Financial Group has a number of active promoted posts on LinkedIn, but there is no way to know when the posts were promoted.

Proposed next steps:

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