A minor wave of insurer social media initiatives caught my eye recently. In following up on them, one theme emerged: The use of social media analytics is going beyond a curiosity. Carriers are using data to refine their existing social efforts and develop new ones, with the goal of standing out in a crowded space.

In addition to Aetna and Allstate, whose off-Facebook programs I detailed, I also spoke with Northwestern Mutual (Milwaukee), whose charitable arm is using Facebook to solicit donations for three children's causes.

With the Northwestern Mutual Foundation's Click for Kids campaign, consumers can watch videos on Action for Healthy Kids, Teach for America and Easter Seals, and pick one to which the foundation will donate $10.

In addition to tracking video views and friend counts, Northwestern Mutual is learning more about how people interact via social, says Deanna Tillisch, director of corporate affairs and foundation VP.

"There are some unsolicited some personal stories being shared on the site," she notes. "That's interaction we don't see on other media."

Northwestern Mutual is working on a way to measure sentiment in social media so it can find ways to keep the conversation going in a relevant way, adds Bruce Twomey, director of internet marketing for the company.

"Our strategy today is about building relationships, not so much pushing product," he says.

The foundation is getting "a great baseline of analytics to build on," Tillisch adds.

"People are sharing what they think about these organizations and causes," she says. "Our core competency is financial security, and our clients share the passion for securing future generations."