Take a deep dive into the social media habits of the top airlines operating in the US. See how Jetblue, Delta, United Airlines and Southwest engage their communities with contests, offers and other engaging content. Find out how each airline handles social media customer service through Facebook.

1. Comparison
of US Airline
Brands
on Facebook
Jul 01, 2015 – Sep 30, 2015

2. Top Airline Brands on Facebook
In this report we looked at the top airline brands
such as JetBlue, Delta and others.
Read on to find out how their social media
performance stacked up against the
competition.

3. Key Findings
• Among the top 10 brands, Frontier Airlines was engaging best with their
Fans.
• With a growth rate of 9.5%, Frontier Airlines enjoyed the highest Fan
Growth Rate.
• Among the top 10 brands, on an average, 54% of content posted by
brands was “brand related”
• 52,883 new Posts were written across these 10 ‘brand walls’. That’s an
average of 57.5 Posts per day - per wall!

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5. Fans
Southwest airlines had the largest fan base of 4,761,860 while Frontier Airways showed the
highest fan growth of 9.38%.
Competitors
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K 3,500K 4,000K 4,500K 5,000K
Growth%
Number of Fans
Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines
Jet Blue Delta American Airlines Frontier Airways

6. Fans - Geography
Competitors
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hawaiian
Airlines
American
Airlines
Virgin
America
United
Airlines
Delta Southwest
airlines
Alaska
Airlines
Frontier
Airways
Jet Blue US Airways
United States Countries < 2% Mexico Puerto Rico Brazil
Dominican Republic Australia Other Countries Japan India

7. Conversations
Hawaiian Airlines had the highest PTAT of 3.00% as a percentage of its average number of Fans
during this time period.
Competitors
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K 3,500K 4,000K 4,500K 5,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines
Jet Blue Delta American Airlines Frontier Airways

8. Engagement - Posts
Hawaiian Airlines published the greatest number of posts (119). Frontier Airways had the highest
average engagement, with a score of 685.
Competitors
0 20 40 60 80 100 120 140
0 100 200 300 400 500 600 700 800
Hawaiian Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Frontier Airways
Number of Posts
Engagement Score
Engagement Score Number of Posts

9. Engagement Breakdown
0 50000 100000 150000 200000 250000 300000
Alaska Airlines
Hawaiian Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Frontier Airways
Likes Comments Shares
American Airlines received the most number of Likes (282,828), American Airlines got the most
number of Comments (14,338) and American Airlines had the most number of Shares (25,538).
Competitors

10. Most Engaging Brand Posts
Competitors
Hawaiian Airlines
Tue, Aug 18 at 4:00 PM EDT
Aloha a mahalo i kēia kipa ‘ana mai! (Aloha and
welcome aboard!) Sit back, relax and enjoy the views
..
Jet Blue
Mon, Jul 13 at 9:40 AM EDT
We promise – the plane won’t leave without you.
#FlightEtiquette
Engagement
Score
Likes Comments Shares Sentiment
1,000 2,811 478 2,827 Positive
Engagement
Score
Likes Comments Shares Sentiment
1,000 5,009 747 5,127 Positive
Delta
Fri, Jul 3 at 11:00 AM EDT
13 stripes. 50 stars. And 147 US destinations to
celebrate your Independence.
Engagement
Score
Likes Comments Shares Sentiment
1,000 48,763 406 2,430 Positive

11. Most Engaging Brand Posts
Competitors
Jet Blue
Mon, Jul 20 at 9:10 AM EDT
If strangers #ShareACoke, will it #InspireHumanity?
We teamed up with Coca-Cola to find out!
United Airlines
Tue, Sep 29 at 11:00 AM EDT
Our newest safety video is taking flight. Join Frankie
the llama, Nessie and friends in Safety is Gl ..
Engagement
Score
Likes Comments Shares Sentiment
999 11,675 686 2,978 Positive
Engagement
Score
Likes Comments Shares Sentiment
998 7,014 1,199 1,980
Uncategori
zed
Mon, Aug 31 at 1:45 PM EDT
Colombia is calling! Enter for a chance to win a trip to
Cartagena, Bogotá or Medellín, Colombia by ..
Engagement
Score
Likes Comments Shares Sentiment
986 9,266 959 1,415 Positive
Jet Blue

12. Fan Posts
0 2000 4000 6000 8000 10000 12000 14000
Hawaiian Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Frontier Airways
Number of Fan Posts
American Airlines's Facebook Page saw the highest number of Fan posts (11,742).
Competitors

13. Sentiment Analysis
Alaska Airlines received the highest percentage of Positive Sentiment (41.00%).
Competitors
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Hawaiian Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Frontier Airways
Negative Neutral Positive

14. Brand Responses
Frontier Airways responded to the highest percentage of Fan posts (54.55%).
Competitors
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0 500 1000 1500 2000 2500 3000 3500
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines
Jet Blue Delta American Airlines Frontier Airways

15. Share Of Voice – Volume of Posts
Hawaiian Airlines published the most with 119 posts, among the brands in "Competitors" Group.
Competitors
10%
9%
16%
9%
8%
16%
12%
6%
14%
Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines
Virgin America Frontier Airways United Airlines Jet Blue

16. Share Of Voice – Likes
American Airlines received the largest volume of Likes (282,828), among the brands in
"Competitors" Group.
Competitors
19%
32%
12%
11%
10%
3%
2%
3%
8%
Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines
Virgin America Frontier Airways United Airlines Jet Blue

17. Share Of Voice – Comments
American Airlines received the largest volume of Comments (14,338), among the brands in
"Competitors" Group.
Competitors
12%
19%
10%
8%13%
3%
15%
10%
10%
Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines
Virgin America Frontier Airways United Airlines Jet Blue

18. Share Of Voice – Shares
American Airlines received the largest volume of Shares (25,538), among the brands in
"Competitors" Group.
Competitors
11%
22%
10%
9%
15%
2%
12%
3%
16%
Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines
Virgin America Frontier Airways United Airlines Jet Blue

19. Campaign Comparison
0 1 2 3 4 5 6 7 8 9 10
0 100 200 300 400 500 600 700 800 900 1000
Movie Moments…
AlaskaDisneyWeek(Ala…
24FromNow(US Airways)
#TravelTips(United…
#FridayNightFlights(Vir…
#ReunionSeason(Sout…
#SoarWithReading…
#UnsungHeroContest(…
#BetterTogether(Ameri…
Number of Posts
Engagement Score
Engagement Score Number of Posts
During this time period, AlaskaDisneyWeek was the most engaging campaign run by Alaska
Airlines. Hawaiian Airlines published the most (9) in its Movie Moments Sweepstakes campaign.
Competitors

20. Analysis of Jet Blue Facebook
Page
Jul 01, 2015 - Sep 30, 2015

21. Brand Overview
Jet Blue
Fans 1,063,854
New Fans 32,022
Fan Growth 3.10%
Country United States
Demographics Mostly Older, Female and Attached.
Jet Blue has 32,022 new Likes and an audience base of 1,063,854 fans who are mostly Older,
Female and Attached.
Jet Blue

22. Brand Overview
Posts
Brand User
Engagement Score 345 Total Fan Posts 3,590
Total Posts 105 Brand Response Rate 32.73%
Total Likes 67,550 Average Reply Time 1 hr, 11 mins
Total Comments 7,132 General Sentiment Neutral
Total Shares 18,785
Jet Blue had 105 new Posts, and their most recent campaign is #SoarWithReading 2015.
Content & Campaigns
Most Engaging Content Type Others Most Engaging Campaign
WING IN THE NEW
YEAR
Least Engaging Content Type
Frequent Flyer
Programs
Most Recent Campaign
#SoarWithReading
2015
Most Prolific Content Type Airfare Deals
Jet Blue

23. Fan Growth
1,010,000
1,020,000
1,030,000
1,040,000
1,050,000
1,060,000
1,070,000
1-Jul 8-Jul 15-
Jul
22-
Jul
29-
Jul
5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Jet Blue had a growth rate of 3.10% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 1,063,854
New Fans 32,022
Jet Blue

24. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
Jet Blue had an engagement of 345 and the highest engagement was 1000.

25. Community Analysis
Jet Blue fans are mostly Older, Female and Attached. Jet Blue fans are largely from United States followed by
Puerto Rico.
Fan Demographics Distribution of Fans
32%
68%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K 800K 1,000K
United States
Puerto Rico
Dominican Republic
India
Canada
Mexico
Colombia
Costa Rica
Jamaica
Bulgaria
Jet Blue

26. 0
1
2
3
4
5 Jet Blue posted a total of 105 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
book 20
city 14
travel 13
New York 12
JFK 12
Jet Blue

27. 73%
27%
Brand Participation Brand Non Participation
94%
0%
6%
Posititve Negative Neutral
Brand Posts - Engagement
Jet Blue responded to 77 conversations generated by
the 105 Posts they published.
Jet Blue receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment on Brand Posts
Jet Blue

28. Most Engaging Brand Posts
Mon, Jul 13 at 9:40 AM EDT
We promise – the plane won’t leave without you.
#FlightEtiquette
Engagement
Score
Likes Comments Shares Sentiment
1,000 5,009 747 5,127 Positive
Mon, Jul 20 at 9:10 AM EDT
If strangers #ShareACoke, will it #InspireHumanity?
We teamed up with Coca-Cola to find out!
Mon, Aug 31 at 1:45 PM EDT
Colombia is calling! Enter for a chance to win a trip to
Cartagena, Bogotá or Medellín, Colombia by ..
Engagement
Score
Likes Comments Shares Sentiment
999 11,675 686 2,978 Positive
Engagement
Score
Likes Comments Shares Sentiment
986 9,266 959 1,415 Positive
Jet Blue

29. 0 20 40 60 80 100
0 200 400 600 800 1,000
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25 30
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of Jet Blue posts were Photos, and posts with
Videos received the highest engagement.
Most of Jet Blue posts were published on Friday and
posts on Monday received the highest engagement.
Brand Post Types Days of the Week
Jet Blue

30. 0
20
40
60
80
100
120
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 3,590 Posts
between Jul 01, 2015 and Sep 30, 2015 on
Jet Blue's wall.
User Posts
Top keywords used in
the Posts
Frequency
JetBlue Airways 987
JetBlue 746
airline 486
time 472
Jet Blue 444
Jet Blue

31. 33%
67%
Brand Participation Brand Non Participation
33%
14%
53%
Posititve Negative Neutral
User Posts - Engagement
Jet Blue responded to 1,175 conversations generated
by the 3,592 Posts fans published.
Jet Blue appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
Jet Blue

32. Content Intel
0 5 10 15 20 25
0 100 200 300 400 500 600 700
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Facebook App
Like This/Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of Jet Blue posts were around 'Airfare Deals', and posts around 'Others' received the highest
engagement.
Jet Blue

33. 0 2 4 6
0 50 100 150 200
Events in Airline…
Sector News
Fact
Others
Travel Destination…
Travel Advice
Question to the fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greeti…
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In Jet Blue Posts about Aviation, Fact posts received the
highest engagement.
In Jet Blue Posts about General Happenings, the
category Festival/Greetings received the highest
engagement.
About Aviation About General Happenings
Jet Blue

34. 0 1 2 3 4 5
0 50 100 150 200
#SoarWithReading
2015
#NonstopPride
#EvenMoreBOSsibilit
ies
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 100 200 300
#SoarWithReading
2015
#NonstopPride
#EvenMoreBOSsibilit
ies
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015,
#EvenMoreBOSsibilities was the most engaging
campaign run by Jet Blue.
Overall, #NonstopPride engaged the best out of the
recent 3 campaigns run by Jet Blue.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
Jet Blue

35. Analysis of United Airlines
Facebook Page
Jul 01, 2015 - Sep 30, 2015

36. Brand Overview
United Airlines
Fans 825,874
New Fans 27,689
Fan Growth 3.47%
Country United States
Demographics Mostly Older, Female and Attached.
United Airlines has 27,689 new Likes and an audience base of 825,874 fans who are mostly Older,
Female and Attached.
United Airlines

37. Brand Overview
Posts
Brand User
Engagement Score 335 Total Fan Posts 8,621
Total Posts 43 Brand Response Rate 40.85%
Total Likes 24,115 Average Reply Time 4 hrs, 16 mins
Total Comments 7,150 General Sentiment Neutral
Total Shares 3,364
United Airlines had 43 new Posts, and their most recent campaign is #TravelTips.
Content & Campaigns
Most Engaging Content Type Others Most Engaging Campaign #Viewfriendly
Least Engaging Content Type Airfare Deals Most Recent Campaign #TravelTips
Most Prolific Content Type Others
United Airlines

38. Fan Growth
780,000
785,000
790,000
795,000
800,000
805,000
810,000
815,000
820,000
825,000
830,000
United Airlines had a growth rate of 3.47% between Jun 30, 2015 and Sep 30, 2015.
Total Fans 825,874
New Fans 27,689
United Airlines

39. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
United Airlines had an engagement of 335 and the highest engagement was 998.
United Airlines

40. Community Analysis
United Airlines fans are mostly Older, Female and
Attached.
United Airlines fans are largely from United States
followed by Brazil.
Fan Demographics Distribution of Fans
40%
60%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K
United States
Brazil
Mexico
United Kingdom
Japan
India
Canada
Puerto Rico
Philippines
United Airlines

41. 0
1
2
3
4
5 United Airlines posted a total of 43 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
weekend 6
United Specials 4
applicable bag
charges
4
Restrictions 4
fares 3
United Airlines

42. 86%
14%
Brand Participation Brand Non Participation
92%
0%
8%
Posititve Negative Neutral
Brand Posts - Engagement
United Airlines responded to 37 conversations
generated by the 43 Posts they published.
United Airlines receives more positive than negative
vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts
United Airlines

43. Most Engaging Brand Posts
• United Airlines
Tue, Sep 29 at 11:00 AM EDT
Our newest safety video is taking flight. Join Frankie
the llama, Nessie and friends in Safety is Gl ..
Engagement
Score
Likes Comments Shares Sentiment
998 7,014 1,199 1,980
Uncategori
zed
Tue, Aug 4 at 9:26 AM EDT
We restrict the shipments of lion, leopard, elephant,
rhinoceros and buffalo trophies on our aircraf ..
Wed, Jul 8 at 3:52 PM EDT
We know how important your travel plans are to you,
and we’re sorry for today’s disruptions.
Engagement
Score
Likes Comments Shares Sentiment
768 2,640 555 237 Positive
Engagement
Score
Likes Comments Shares Sentiment
695 805 744 175 Positive
United Airlines

44. 0 5 10 15 20 25 30
0 200 400 600 800
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of United Airlines posts were Photos, and posts
with Videos received the highest engagement.
Most of United Airlines posts were published on
Tuesday and posts on Tuesday received the highest
engagement.
Brand Post Types Days of the Week
United Airlines

45. 0
50
100
150
200
250
300
350
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 8,621 Posts
between Jul 01, 2015 and Sep 30, 2015 on
United Airlines's wall.
User Posts
Top keywords used in
the Posts
Frequency
time 1906
customer service 1592
hours 1563
airline 1227
plane 1184
United Airlines

46. 41%
59%
Brand Participation Brand Non Participation
25%
31%
44%
Posititve Negative Neutral
User Posts - Engagement
United Airlines responded to 3,522 conversations
generated by the 8,629 Posts fans published.
United Airlines appears to participate more when Fan
conversations have greater negative vibes than
positive.
Brand Responses Sentiment of User Posts
United Airlines

47. Content Intel
0 1 2 3 4 5 6 7 8
0 100 200 300 400 500 600 700
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of United Airlines posts were around 'Others', and posts around 'Others' received the
highest engagement.
United Airlines

48. 0 1 2
0 50 100 150 200
Events in Airline Sector
Sector News
Fact
Others
Travel Destination Information
Travel Advice
Question to the fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3
0 200 400 600 800
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In United Airlines Posts about Aviation, Travel
Destination Information posts received the highest
engagement.
In United Airlines Posts about General Happenings, the
category Current Affairs received the highest
engagement.
About Aviation About General Happenings
United Airlines

49. 0 1 2 3 4
0 100 200 300
#TravelTips
#BenFlyin 2015
Memorial Day
getaway
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10
0 100 200 300
#TravelTips
#BenFlyin 2015
Memorial Day
getaway
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015, #BenFlyin 2015
was the most engaging campaign run by United
Airlines.
Overall, #BenFlyin 2015 engaged the best out of the
recent 3 campaigns run by United Airlines.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
United Airlines

50. Analysis of American Airlines
Facebook Page
Jul 01, 2015 - Sep 30, 2015

51. Brand Overview
American Airlines
Fans 1,920,541
New Fans 59,063
Fan Growth 3.17%
Country United States
Demographics Not Available
American Airlines has 59,063 new Likes and an audience base of 1,920,541 fans.
American Airlines

52. Brand Overview
Posts
Brand User
Engagement Score 596 Total Fan Posts 11,699
Total Posts 63 Brand Response Rate 31.26%
Total Likes 279,896 Average Reply Time 13 hrs, 21 mins
Total Comments 14,142 General Sentiment Neutral
Total Shares 24,909
American Airlines had 63 new Posts, and their most recent campaign is #BetterTogether.
Content & Campaigns
Most Engaging Content Type Contest or Sweepstakes Most Engaging Campaign
The American Airlines®
Window of Wonder
Sweepstake
Least Engaging Content Type Event Most Recent Campaign #BetterTogether
Most Prolific Content Type
Like This/Engagement
Oriented Posts
American Airlines

53. Fan Growth
1,830,000
1,840,000
1,850,000
1,860,000
1,870,000
1,880,000
1,890,000
1,900,000
1,910,000
1,920,000
1,930,000
American Airlines had a growth rate of 3.17% between Jun 30, 2015 and Sep 30, 2015.
Total Fans 1,920,541
New Fans 59,063
American Airlines

54. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
American Airlines had an engagement of 596 and the highest engagement was 992.
American Airlines

55. Community Analysis
American Airlines fans are largely from United States followed by India.
Distribution of Fans
0K 200K 400K 600K 800K 1,000K 1,200K
United States
India
Brazil
Mexico
Philippines
Argentina
Puerto Rico
United Kingdom
Peru
American Airlines

56. 0
1
2
3
4 American Airlines posted a total of 63 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
AATeam 10
OurHeritage 6
bettertogether 5
AAVacations 5
flight attendant 3
American Airlines

57. 27%
73%
Brand Participation Brand Non Participation
97%
3%
0%
Posititve Negative Neutral
Brand Posts - Engagement
American Airlines responded to 17 conversations
generated by the 63 Posts they published.
American Airlines receives more positive than negative
vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts
American Airlines

58. Most Engaging Brand Posts
Mon, Jul 6 at 4:39 PM EDT
“What’s amazing about this whole experience, is I’m
not so sure it’s been about giving back to Capt. ..
Engagement
Score
Likes Comments Shares Sentiment
992 9,581 616 3,766 Positive
Wed, Sep 23 at 1:08 PM EDT
How you like me now?
Wed, Jul 8 at 11:01 AM EDT
Vacations are #bettertogether. Plan yours and you
could win a dream trip for two: http://bit.ly/AAVF ..
Engagement
Score
Likes Comments Shares Sentiment
989 11,507 920 3,207 Positive
Engagement
Score
Likes Comments Shares Sentiment
983 31,977 308 867 Positive
American Airlines

59. 0 10 20 30 40 50 60
0 200 400 600 800 1,000
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of American Airlines posts were Photos, and
posts with Videos received the highest engagement.
Most of American Airlines posts were published on
Thursday and posts on Wednesday received the
highest engagement.
Brand Post Types Days of the Week
American Airlines

60. 0
50
100
150
200
250
300
350
400
450
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 11,699 Posts
between Jul 01, 2015 and Sep 30, 2015 on
American Airlines's wall.
User Posts
Top keywords used in
the Posts
Frequency
American Airlines 4484
time 2209
AA 1849
customer service 1655
hours 1609
American Airlines

61. 31%
69%
Brand Participation Brand Non Participation
24%
29%
47%
Posititve Negative Neutral
User Posts - Engagement
American Airlines responded to 3,658 conversations
generated by the 11,716 Posts fans published.
American Airlines appears to participate more when
Fan conversations have greater negative vibes than
positive.
Brand Responses Sentiment of User Posts
American Airlines

62. Content Intel
0 5 10 15 20 25
0 100 200 300 400 500 600 700 800 900
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Facebook App
Like This/Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of American Airlines posts were around 'Like This/Engagement Oriented Posts', and posts
around 'Contest or Sweepstakes' received the highest engagement.
American Airlines

63. 0 1 2
0 500 1000
Events in Airline Sector
Sector News
Fact
Others
Travel Destination Information
Travel Advice
Question to the fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 100 200 300 400 500
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In American Airlines Posts about Aviation, Events in
Airline Sector posts received the highest engagement.
In American Airlines Posts about General Happenings,
the category Festival/Greetings received the highest
engagement.
About Aviation About General Happenings
American Airlines

64. 0 2 4 6
0 200 400 600 800 1000
#BetterTogether
#AADreamliner
#SweepsEntry
#GreatMates
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6
0 200 400 600 800 1000
#BetterTogether
#AADreamliner
#SweepsEntry
#GreatMates
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015,
#BetterTogether was the most engaging campaign run
by American Airlines.
Overall, #BetterTogether engaged the best out of the
recent 3 campaigns run by American Airlines.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
American Airlines

65. Analysis of Southwest
airlines Facebook Page
Jul 01, 2015 - Sep 30, 2015

66. Brand Overview
Southwest airlines
Fans 4,761,860
New Fans 152,817
Fan Growth 3.32%
Country United States
Demographics Mostly Older, Female and Single
Southwest airlines has 152,817 new Likes and an audience base of 4,761,860 fans who are mostly
Older, Female and Single
Southwest Airlines

67. Brand Overview
Posts
Brand User
Engagement Score 225 Total Fan Posts 8,132
Total Posts 58 Brand Response Rate 48.49%
Total Likes 91,469 Average Reply Time 15 hrs, 16 mins
Total Comments 9,852 General Sentiment Neutral
Total Shares 18,063
Southwest airlines had 58 new Posts, and their most recent campaign is #ReunionSeason.
Content & Campaigns
Most Engaging Content Type Airfare Deals Most Engaging Campaign Plane Palooza
Least Engaging Content Type
Like This/Engagement
Oriented Posts
Most Recent Campaign #ReunionSeason
Most Prolific Content Type Others
Southwest Airlines

68. Fan Growth
4,500,000
4,550,000
4,600,000
4,650,000
4,700,000
4,750,000
4,800,000
Southwest airlines had a growth rate of 3.32% between Jun 30, 2015 and Sep 30, 2015.
Total Fans 4,761,860
New Fans 152,817
Southwest Airlines

69. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
Southwest airlines had an engagement of 225 and the highest engagement was 953.
Southwest Airlines

70. Community Analysis
Southwest airlines fans are mostly Older, Female and
Single
Southwest airlines fans are largely from United States
followed by Puerto Rico.
Fan Demographics Distribution of Fans
30%
70%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 50% 100% 150%
Single
In a Relationship
Engaged
Married
UnKnown
0K 1,000K 2,000K 3,000K 4,000K 5,000K
United States
Puerto Rico
Mexico
India
Canada
Philippines
United Kingdom
Brazil
Pakistan
New Zealand
Southwest Airlines

71. 0
1
2
3
4 Southwest airlines posted a total of 58
Posts between Jul 01, 2015 and Sep 30,
2015.
Brand Posts
Top keywords
used in the Posts
Frequency
Southwest Airlines 14
link 13
blackout dates 4
purch 4
Restr 4
Southwest Airlines

72. 81%
19%
Brand Participation Brand Non Participation
98%
0%2%
Posititve Negative Neutral
Brand Posts - Engagement
Southwest airlines responded to 47 conversations
generated by the 58 Posts they published.
Southwest airlines receives more positive than
negative vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts
Southwest Airlines

73. Most Engaging Brand Posts
Tue, Aug 4 at 10:31 AM EDT
Get on board today! Seats/days/markets limited.
Restr./blackout dates apply. 14-day adv. purch. Book
..
Engagement
Score
Likes Comments Shares Sentiment
953 16,574 1,467 4,212 Positive
Tue, Sep 8 at 9:57 AM EDT
Sale fares as low as $73 one-way! Do you have a
destination in mind? http://social.southwest.com/sGa
..
Tue, Jul 7 at 10:40 AM EDT
Your fall getaway starts here! Enjoy extra-low fares
for a limited time. Seats, days, mkts limited. ..
Engagement
Score
Likes Comments Shares Sentiment
772 5,507 1,232 2,054 Positive
Engagement
Score
Likes Comments Shares Sentiment
539 1,846 682 1,133 Positive
Southwest Airlines

74. 0 5 10 15 20 25
0 100 200 300 400
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of Southwest airlines posts were Links, and posts
with Photos received the highest engagement.
Most of Southwest airlines posts were published on
Tuesday and posts on Tuesday received the highest
engagement.
Brand Post Types Days of the Week
Southwest Airlines

75. 0
20
40
60
80
100
120
140
160
180
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 8,132 Posts
between Jul 01, 2015 and Sep 30, 2015 on
Southwest airlines's wall.
User Posts
Top keywords used in
the Posts
Frequency
Southwest Airlines 2305
Southwest 1621
time 1371
customer service 867
plane 860
Southwest Airlines

76. 48%
52%
Brand Participation Brand Non Participation
35%
17%
48%
Posititve Negative Neutral
User Posts - Engagement
Southwest airlines responded to 3,943 conversations
generated by the 8,136 Posts fans published.
Southwest airlines appears to participate more when
Fan conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
Southwest Airlines

77. Content Intel
0 2 4 6 8 10 12 14 16 18
0 50 100 150 200 250 300 350 400 450 500
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Facebook App
Like This/Engagement Oriented Posts
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of Southwest airlines posts were around 'Others', and posts around 'Airfare Deals' received
the highest engagement.
Southwest Airlines

78. 0 1 2
0 20 40 60 80
Events in Airline…
Sector News
Fact
Others
Travel Destination…
Travel Advice
Question to the fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 100 200 300 400 500
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In Southwest airlines Posts about Aviation, Travel
Advice posts received the highest engagement.
In Southwest airlines Posts about General Happenings,
the category Current Affairs received the highest
engagement.
About Aviation About General Happenings
Southwest Airlines

79. 0 1 2 3
0 100 200 300
#ReunionSeason
#IndependenceDay
#USWNT
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3
0 100 200 300
#ReunionSeason
#IndependenceDay
#USWNT
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015,
#IndependenceDay was the most engaging campaign
run by Southwest airlines.
Overall, #IndependenceDay engaged the best out of
the recent 3 campaigns run by Southwest airlines.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
Southwest Airlines

80. Analysis of Delta Facebook
Page
Jul 01, 2015 - Sep 30, 2015

81. Brand Overview
Delta
Fans 1,462,561
New Fans 43,987
Fan Growth 3.10%
Country United States
Demographics Mostly Older, Female and Attached.
Delta has 43,987 new Likes and an audience base of 1,462,561 fans who are mostly Older, Female
and Attached.
Delta

82. Brand Overview
Posts
Brand User
Engagement Score 410 Total Fan Posts 11,444
Total Posts 75 Brand Response Rate 6.79%
Total Likes 165,844 Average Reply Time 2 days, 7 hrs, 18 mins
Total Comments 8,618 General Sentiment Neutral
Total Shares 12,562
Delta had 75 new Posts, and their most recent campaign is #UnsungHeroContest.
Content & Campaigns
Most Engaging Content Type Travel Destination Info Most Engaging Campaign #80s Safety Video
Least Engaging Content Type Frequent Flyer Programs Most Recent Campaign #UnsungHeroContest
Most Prolific Content Type
Like This/Engagement
Oriented Posts
Delta

83. Fan Growth
1,390,000
1,400,000
1,410,000
1,420,000
1,430,000
1,440,000
1,450,000
1,460,000
1,470,000
Delta had a growth rate of 3.10% between Jun 30, 2015 and Sep 30, 2015.
Total Fans 1,462,561
New Fans 43,987
Delta

84. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
Delta had an engagement of 410 and the highest engagement was 1000.
Delta

85. Community Analysis
Delta fans are mostly Older, Female and Attached. Delta fans are largely from United States followed by
Brazil.
Fan Demographics Distribution of Fans
38%
62%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 400K 800K 1,200K
United States
Brazil
Italy
Mexico
United Kingdom
Philippines
India
Puerto Rico
Japan
Bulgaria
Delta

86. 0
1
2
3
4
5
6
7 Delta posted a total of 75 Posts between Jul
01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
TBT 9
flysmart 9
flight 9
Book 8
Restrictions 8
Delta

87. 51%
49%
Brand Participation Brand Non Participation
93%
3%
4%
Posititve Negative Neutral
Brand Posts - Engagement
Delta responded to 38 conversations generated by the
75 Posts they published.
Delta receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment on Brand Posts
Delta

88. Most Engaging Brand Posts
Fri, Jul 3 at 11:00 AM EDT
13 stripes. 50 stars. And 147 US destinations to
celebrate your Independence.
Engagement
Score
Likes Comments Shares Sentiment
1,000 48,763 406 2,430 Positive
Thu, Aug 20 at 11:02 AM EDT
Let’s beat the heat with a winter #tbt. Here are Delta’s
flight attendants’ winter uniforms from 196 ..
Thu, Aug 6 at 1:00 PM EDT
Buckle up, our new safety video is ready for takeoff –
keeping things fresh for all our flyers and f ..
Engagement
Score
Likes Comments Shares Sentiment
955 16,512 693 623 Positive
Engagement
Score
Likes Comments Shares Sentiment
865 2,549 447 1,213 Positive
Delta

89. 0 10 20 30 40 50 60 70
0 100 200 300 400 500
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30
0 200 400 600
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of Delta posts were Photos, and posts with
Photos received the highest engagement.
Most of Delta posts were published on Thursday and
posts on Friday received the highest engagement.
Brand Post Types Days of the Week
Delta

90. 0
500
1,000
1,500
2,000
2,500
1-Jul 8-Jul 15-
Jul
22-
Jul
29-
Jul
5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 11,444 Posts
between Jul 01, 2015 and Sep 30, 2015 on
Delta's wall.
User Posts
Top keywords used in
the Posts
Frequency
Delta 6161
animal trophies 1817
airline 1520
time 1324
hours 955
Delta

91. 7%
93%
Brand Participation Brand Non Participation
32%
17%
51%
Posititve Negative Neutral
User Posts - Engagement
Delta responded to 779 conversations generated by
the 11,464 Posts fans published.
Delta appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
Delta

92. Content Intel
0 5 10 15 20 25
0 100 200 300 400 500 600 700 800 900 1000
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Facebook App
Like This/Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of Delta posts were around 'Like This/Engagement Oriented Posts', and posts around 'Travel
Destination Info' received the highest engagement.
Delta

93. 0 1 2 3
0 200 400 600 800
Events in Airline Sector
Sector News
Fact
Others
Travel Destination Information
Travel Advice
Question to the fans
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3
0 500 1000
On Social Media
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In Delta Posts about Aviation, Travel Advice posts
received the highest engagement.
In Delta Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
About Aviation About General Happenings
Delta

94. 0 1 2 3 4 5
0 100 200 300
#UnsungHeroContes
t
#DeltaOpenMic
#SkyTeam15
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 100 200 300
#UnsungHeroContes
t
#DeltaOpenMic
#SkyTeam15
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015, #SkyTeam15
was the most engaging campaign run by Delta.
Overall, #SkyTeam15 engaged the best out of the
recent 3 campaigns run by Delta.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
Delta

95. Thanks For Reading!
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