Interesting: There are more than 180 airlines using Twitter for marketing or customer services purposes. An average airline sends 4.1 tweets per day. 65 percent of the tweets are promo related while 24 percent are customer service related.
Which is the best airline on Twitter? It has to be Jetblue with more than 1.6 million loyal fans following its account. Jetblue’s 10th anniversary Twitter campaign last year is still clearly embedded in my head. You can read more about it here.
On the other hand, the worst airline on Twitter seems to be United Airlines. 57 percent of the tweets were negative which is significantly more than those that were positive (33%). 164 tweets were directed to @UnitedAirlines per day but only an average of 3.3 tweets were sent out by the airline each day. Clearly, two-way communication is lacking.
Asia-based airlines are also embracing Twitter and other social platforms in their digital influence plan. Air Asia, for example, previously shared that social media is primarily used to help humanize its brand, provide customer service and manage crisis (if any). It has also shared its “special ingredients” for social media success, which includes top management support, great content and commitment. The secret ingredients are more or less the same across all airlines or brands successful in the social space. The execution, in my opinion, is what differentiates between a good and a bad campaign.
[Via Travel2dot0]
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