This week at Dachis Group we’ve used our brand leaderboard software to look at who is winning at social in the airline industry. We’ve taken a 7-day snapshot (January 9-15, 2014) that captured data ranking and showcasing the social media analytics of the best performing airlines in social media.
Let’s take a look at who’s winning in social in the airline industry.
American Airlines is the most social airline
American Airlines comes in at number one overall with a score of 64 out of 69 total points, with the most impressions per post (impressions ratio) by far. They also earn the most engagement for each piece of content they post (content engagement ratio), and a strong showing in terms of of engagement per follower (engagement ratio). These scores demonstrate that American is not just relying on its large audience, but is also producing content that effectively triggers a consumer response.
American engages audiences on many topics, from flight delay updates to beautiful images of their airplanes and the cities to which they fly. They promote the latest movies and television shows being shown on long flights, share fun facts such as how long it takes paint to dry on a widebody plane, and their latest travel promotions. Their Facebook posts tend to garner thousands of likes, long comment threads, and hundreds of shares from plane enthusiasts as well as travel lovers.
After American Airlines, US Airways, United, Delta, and Alaska Airlines come in with strong scores as well. Alaska Airlines has a notably high content engagement ratio of 35.808, the highest by far amongst the top 10 overall.
American has the most reach, with KLM and Southwest close behind
When it comes to reach (impressions), American Airlines tops the list again. This means that they have achieved an ideal combination of producing good quality content to an engaged audience, yielding a high number of impressions. Our software measures not only the direct impressions a brand’s content generates, but also successive impressions that come from earned media. This approach takes into account both effect of social sharing and the quality of a brand’s audience.
KLM, Southwest, Delta, and Virgin America rank next. KLM has an active follower base, with content that includes witty copy, light-hearted topics, and beautiful imagery.
American also wins in impressions per post (impressions ratio), which measures the awareness that has been generated for a brand based on the propagation of a brand’s content through owned and earned media. Audience size is factored out of the measure, so that brands don’t rank high simply because of their existing follower base.
US Airways, Delta, Virgin and United rank next.
Emirates is the most engaging airline
One of the most critical pieces to the puzzle of social marketing success, engagement demonstrates how active audiences are in connecting with the brands they love. Emirates came in at number one for engagement levels, which means they succeed at entertaining and eliciting action from their audience.
Owned by the government of Dubai’s investment arm, Emirates’ often promotes the success and growth of the city of Dubai and the United Arab Emirates. They showcase deals, engage with consumers through quizzes and shared community photos, and publish eye-catching images of their airplanes.
KLM, American Airlines, Lufthansa, and Delta followed.
Content engagement ratio is a measure of how well a brand’s content is resonating with its audience. It is calculated by measuring the average number of social actions per brand post. Audience size is factored out of the measure, so that brands don’t rank high simply because of their follower base. Alaska Airlines is the top performer, with Emirates, Singapore Airlines, Qantas and American following.
Dachis Group leaderboards look at five metrics when calculating social performance: audience count, post count, impressions, participation, and engagement. We also look at engagement numbers per audience size (engagement ratio), and the average social actions per post (content engagement ratio). While a brand might be great at attracting a large audience, they might not be as good at engaging with that audience or frequently posting content. On the other hand, a brand could have a small audience, but be committed to engaging with that targeted group of people.
Track your brand against competitors
Customizable brand leaderboards are easy-to-use, straightforward indicators of how brands stack up against competitors in terms of audience reach, engagement, participation, and more.
Many of the world’s largest brands are using Dachis Group’s social analytics software to understand their performance in the social marketing space, make improvements, and see real results. Our big data platform enables marketers to quantitatively single out their achievements, as well as areas for improvement, in their social business practice.
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