American Airlines Top Social Media Presence

May 29, 2013
Of the 700 brands studied for their social media presence, the top five performing companies in a wide-ranging report belonged to the travel industry, with American Airlines, Lufthansa, Thomson Holidays, and Thomas Cook UK taking the top spots after videogame franchise Battlefield.

Of the 700 brands studied for their social media presence, the top five performing companies in a wide-ranging report belonged to the travel industry, with American Airlines, Lufthansa, Thomson Holidays, and Thomas Cook UK taking the top spots after videogame franchise Battlefield.

In Headstream’s report Social Brands 100, American Airlines took second spot as the most engaged online brand for leveraging Facebook and Twitter as platforms to interact with their fans, and for handling customer care issues.

Recently, for instance, the US carrier hosted a live tweet chat with the VP of Customer Care Don Langford, inviting Twitter users to ask him about the airline’s new boarding process.

The new policy announced this month gives boarding priority to passengers traveling without overhead luggage over other economy-class groups.

Likewise, the airline is currently promoting a contest on Twitter that awards the winner free airfare to New York, and a meet-and-greet with celebrity chef Mario Batali on the set of his daytime talk show “The Chew.”

As of May 28, the airline boasted 562,637 followers on Twitter, and 635,595 fans on Facebook.

Overall, travel represented 15 percent of the Social Brands 100 list.

Other travel-related brands that made the cut include Canadian low-budget airline WestJet, which took the 18th spot ahead of EasyJet at 29.

First Choice Holidays took the 30th spot, followed by Virgin Trains at 39; London Midland at 42; and Princess Cruises at 50.

To arrive at their results, analysts weighted Facebook by 45 percent, Twitter 40 percent, and YouTube by 15 percent, and tracked millions of interactions over a six week period during March and April 2013.

Factors considered included the average post and engagement rate; fan growth; response rate; response time; number of Twitter mentions; subscriber growth and channel like and dislike ratios.

For the full list, visit http://www.socialbrands100.com/.

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