The document provides statistics and analysis on airline usage of Twitter from November 2011 as collected by the Eezeer Data Lab. It summarizes key metrics such as the number of airlines with Twitter accounts, the top airlines for number of tweets sent and received, and growth in overall Twitter usage compared to October 2011. It also analyzes the topics and sentiment of consumer tweets directed at airlines, finding that customer service was the most discussed topic while baggage handling saw an increase in negative tweets. The document ranks airlines in different categories like customer service based on analysis of positive and negative consumer tweets.

1. from

2. eezeer data lab collects, moderates and
aggregates on a real-time basis the public
timeline of twitter feeds of all airline brands
and the consumers interacting with them.
From this source, we provide a complete set
of statistical information on twitter usage in
the airline industry.

3. Section 1 :
 ‘Best in class’ :
 Top performing airline brand with the
greatest number of public tweets
exchanged this month between an
airline and its consumers.
 Accounts for all the tweets collected :
 Outgoing (from airline to consumer)
 Incoming (from consumer to airline)

4. Section 1 :
 198 airlines have registered, at least, one twitter
account
 90 airlines have an active twitter account

5. Section 1 :
 ‘Airline Listening Champions” :
 the top three airlines having received the most tweets
from consumers.

6. Section 1 :
 ‘Airline Talking Champions” :
 the top three airlines having sent the most tweets to
consumers.

7. Section 2 :
 Beyond collecting, moderating and aggregating the
twitter time line on the conversation between
consumer and brands, eezeer data lab, also,
monitors the information available directly at twitter
on the airlines accounts.
 It allows for additional sets of data that permits
other view of the airlines‟ activity over twitter.

8. Section 2 :
 Comparing November
2011 to October 2011, we
see:
 Public tweets = + 13%
 Growth comes from the
consumers interacting
more and more with
airlines

9. Section 2 :
 ‘Total number of tweeting airlines’ :
 accounts for all the airlines that have created one or
more accounts on twitter.

10. Section 2 :
 ‘Active tweeting airlines’ :
 some airlines have created accounts that are not yet
active. For eezeer Data Lab, an “active tweeting
airline” has sent or received an average of at least 5
tweets daily over the month of November 2011.

11. Section 2 :
 ‘Incoming tweets’ :
 is the total number of tweets received by airline
brands from consumers in November 2011.

12. Section 2 :
 „Outgoing tweets‟ :
 is the total number of tweets emitted by airlines to
consumers in November 2011.

13. Section 2 :
 ‘Most Followed Airline’
 twitter accounts can be followed by other twitter accounts.
 The “Most Followed Airline”, North America Focus‟ is the North American airline with the most followers at
the end of November 2011.
 ‘Most Following Airline’
 twitter accounts can follow other twitter accounts, consequently listening to the chatter on the public timeline
of these users.
 The “Most Following Airline” North America Focus‟ is the North American airline who follows the most other
twitter accounts at the end of November 2011.

14. Section 3 :
 eezeer data lab collects, moderates and aggregates the
content of all the tweets to and from airlines brands.
 These tweets are assigned and rated according to one or more
of six consumer‟s category of interest :
 social conversation,
 customer service,
 timeliness,
 food & entertainment,
 comfort &security and
 luggage handling.
 This section focuses on the tweets from the consumers to the
airlines (incoming tweets).
 From the moderated tweets, we can calculate for each and
every airline, the nature of the messages sent by consumers.

15. Section 3 :
 Airlines talk to consumers while consumers tweet their
concerns and satisfactions to airlines.
 Consumers have « subjects » about which they talk
positively or negatively.
 Often, airlines answer in a much more neutral manner

16. Section 3 :
 From a record high of 93.8% in March 2011, consumers tweeted less about
Customer Service in recent months, reducing by nearly 10% to June‟s result
of 83.1%.
 But we saw a rise in July, making Customer Service the Trending Topic of
the month with an increase of 3.73%, with much the same result in August
with 88.2% and a fair drop in September with a result of 83.9%. October
once again saw a drop, a 10% drop and the lowest result yet for this
category with 73%. November saw an increase, close to Augusts result,
achieving 81.8%.

17. Section 3 :
 This category has only decreased ever so slightly from 4.2% in April
to May‟s result, but saw a 59% increase in June to 7.8%. June‟s
result was slightly less at 6%. August saw a result of 4.8%, slightly
more than in April. September saw a rise again to 7%. In October
we saw the highest result so far with this category with 11.3% but
another decrease durign November to 8%, yet this is still the second
highest result.

18. Section 3 :
 The category « Food & Entertainment » has decreased a
whole 1% from 3.4% in April to May‟s result, but has stayed
much the same in June and again in July. In August it was in
fact our Trending Topic of the month with a 10.6% increase to
1.8% and again in September to 3.9%. During October this
category shot up, covering 7.1 % but it dropped substancially
again in November to 3.4%.

19. Section 3 :
 « Comfort & Security » has nearly halved in concern from a
record high of 2.2% in April 2011 to 1.4% in May 2011, but
remained much the same in June, with a slight decrease in
July and now a slight increase in August to 1.3%. Septembers
result matched August‟ with 1.3%. During October, Comfort &
Security became our Trending Topic with an increase of 268%
to 4.7% but in November it dropped again to 1.7%.

20. Section 3 :
 In April 2011, 4.3 % of the tweets mentioned « Baggage Handling »
concerns. This category increased slightly in May 2011 to 3.9% and
increased over 1% in June, decreasing slightly in July. In August
there was a 1% decrease, matching May‟s result as was
September‟s result. In October the result remained much the same
with 4.0%. In November it was the Trending Topic of the month with
a 28% increase reaching coverage of 5.1%.

21. Section 4 :
 As tweets are assigned to a consumer‟s category of interest,
they are also reviewed and rated by eezeer‟s moderation
team. The rating attributed can be positive, neutral or
negative. By aggregating category and rating data, we can
rank the airlines on each of these categories of interest.
 Eezeer Data Lab calculations compare positive and negative
tweets to the total number of tweets received by each airline
for that category of interest.
 This method attributes a score to the airline on each category
of interest. These scores rank and compare airlines together.
A score of 100 represents the average of all airlines in a
category.
 This section, based on November 2011 consumer tweets,
presents the best airline for every category of interest.

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