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Social Media Analysis: American Airlines vs Delta

On our previous post “American Vs Delta : Which is the Largest Airline in Social Media” was analyzed the presence of American Airlines and Delta Airlines in the Social Media, now some analytics will be done to see how effective is their social media.
Topsy helps to monitor the traffic of the tweets per day, and can be observed that American Airlines has an average of almost 2,000 replies per day and Delta with an average of over 1,000 replies per day, indicating that American Airlines is more active/involved.
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Social Mention displays different statistics like the strength, passion and reach of the tweets, it also has a sentiment analysis where it classifies the mentions in positive, neutral or negative to determine a ratio and also shows the latest mentions in Tweeter. For the two brands in question American Airlines tweets more and has a better sentiment score than Delta; the average time per mention for both companies is around 1 minute. Delta Airlines tweets/mentions have a better score in strength and reach but the sentiment ratio and passion favor American Airlines and here are the numbers:
American Airlines
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Delta Airlines
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Finally on Keyhole can be observed the geographical presence of the airlines and in the demographics American Airlines has more males tweeting/interacting with the brand and with Delta the women’s have been more vocal and mainly for an incident mentioned on some tweets shown on the picture above where a woman was not allowed to nurse a baby during the flight 2655. Keyhole also has a chart where the posts are classified on ReTweets, Replies and Original Posts and can be noticed that both companies replies are a significant amount of their social activity and this can be attributed to the customer service interactions.
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Zen Studios

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Does it look like they follow a content calendar?

Yes, they are updating their social media channels with daily tweets, weekly Facebook and Google+ posts, mainly their content is about promoting their new games, details on the events they have been participating, promotions and recent updates of their future games. 

How many people contribute to the social channels?

  • On Facebook Zen Studios has as of today 13,261 likes and 172 talking about this, where the main contributors posting stuff are themselves, and there is some traffic on comments and likes of their posts but they are not engaging or answering fans questions on their comments.
  • On Twitter they have 8,486 followers and have produced 7,803 tweets where they are posting news, events, promotions and updates, in this channel Zen Studios is engaging more with their fans and also they have some traffic of their followers retweeting promotions or new information about upcoming games.
  • On Google+ they have 160 followers and 10,949 views, here is a lot less engagement, they are posting almost the same stuff as in Facebook and they are having almost no response or engagement from their fans.
  • On YouTube (5,336 subscribers) and Instagram (94 followers) they are just pushing their content with updates and some sneak peaks of their upcoming games.

What is the message they are getting across?

The message is basically to keep their fans updated and expectants of their new releases by constantly releasing pictures or videos of their progress; also they share promotions and information of upcoming events.

Who are they trying to reach?

Their primary focus in on their fans and their fans help them to do some promotion retweeting or sharing the information they release. So it helps them to reach potential customers.

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American Vs Delta : Which is the Largest Airline in Social Media?

File:American Airlines logo 2013.svg VsFile:Delta logo.svg

Every single day in North America there are 28,537 commercial flights according to the National Air Traffic Controllers Association, the airline industry has a lot of fierce competition and there are 2 companies that stand out: American Airlines which has the largest fleet with 994 airplanes and Delta Airlines with the most enplaned passengers with 164.6 million travelers in 2013. Both airlines offer similar products, prices and experiences, which make them very competitive, so how are they trying to increase their customer’s satisfaction and market share?

One of the tools they are using is social media, which has a very active role in both companies and they have a strong social strategy in order to have a direct and closer communication and hear the feedback from their end customers and both have a strong presence as shown below, where you can see a comparison on their 5 main social media channels as of 4/14/2014:

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Customers are engaged and there is a lot of activity on their media channels, these companies are taking social media very seriously as Jonathan Pierce, Director Social Communications of American Airlines, stated on an interview by David Howell on September 2013:

“We listen every minute of every day to what our customers are telling us, and that helps shape the content we create, the issue resolution we provide, and the loyalty we work hard to earn and retain.”. 

Delta is not falling behind and they are having a very good and positive feedback of their customer interactions as can be seen on this link.

American Airlines is slightly ahead and has more social media presence but there is not a clear winner everything is matter of perception and personal preference, both companies are trying to explode as much as possible these tools to listen, help and be closer to their customers.

 

 

 

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