With the airline industry thriving on customer satisfaction and reviews, it is imperative for the companies to utilize its social media channels as a way to directly engage and communicate with consumers to gain their trust.
Engagement Labs, technology and data company, released its rankings on the top airlines based on social media performance and word of mouth conversations. The Company found that when studying the airlines, they are continuously using the platform to engage with its followers and address travel needs by participating in two-way communications.
Here are the top 10 airlines on social media
U.S. Airlines Offline word of mouth (WOM) Rankings
On Facebook, JetBlue Airways ranked first with the highest overall eValue, as well as the highest Responsiveness and Impact score. Hawaiian Airlines, which ranked second, had the highest Engagement score of the group and had the most likes per 1,000 fans, indicating that the content they are posting is resonating extremely well with its followers.
When looking at Twitter, Alaska Airlines ranked first for overall eValue score, but more importantly Engagement Labs found that the airline industry is actively using the channel as a customer service platform by providing its passengers answers to their inquiries with helpful information. For example, Southwest Airlines ranked first for Responsiveness with the highest response rate, while JetBlue Airways ranked second for the subcategory with the fastest response speed average.
On Instagram, Frontier Airlines placed first with the highest eValue score of the group and also scored the highest Engagement and most likes per 1,000 fans. Enlisting in user-generated content, the brand posted images of the airline’s planes in flight or landing in scenic locations, tagging the photographer and leveraging hashtags such as #avgeek, #viewfromabove and #instaaviation.
According to TalkTrack data, Delta Air Lines and Southwest Airlines led with regard to the volume of offline WOM conversation, earning 20 percent and 19 percent, respectively, of the TalkShare (the percentage of conversation an individual brand has relative to WOM for all brands in the category) within the airline industry. Virgin America and JetBlue Airways earned the highest offline WOM sentiment amongst all airlines measured, with Southwest Airlines and Delta Air Lines ranking fourth and fifth.