Airline industry social-media trends and top content

Unmetric, a social media intelligence firm focused on brands, uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. Unmetric's Engagement Score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. For the weekly Engagement Meter feature, Unmetric curates the list to pick the most creative, innovative or unusual initiatives. Here is a roundup of a few of the best in the airline industry in the period of 1 through 15 January.

Facebook

Brands in the airline industry had a posting schedule that covered all days of the week. They posted more frequently on Fridays than any other day but got the best engagement on Mondays.

Top-performing Facebook content:

1. Jet Airways
Engagement Score – 1,000

2. Cathay Pacific Airways Hong Kong
Engagement Score – 1,000

3. Vistara India
Engagement Score – 1,000

4. Cebu Pacific Air Philippines
Engagement Score – 1,000

Twitter

Customer service on Twitter has become a crucial part of social-media marketing, especially for brands in industries like air travel. Garuda Indonesia was one of the fastest Twitter accounts to reply to @mentions. Following are the Twitter accounts that boasted the fastest replies in the airline sector.

Top-performing Twitter content:

1. All Nippon Airways
Engagement Score – 997

Don't miss the scene taken in our flight in the new #TBS TV drama ?A LIFE ~????~? to be started from 1/15 21:00 in Japan! #???? pic.twitter.com/OucKG6DWPW

— All Nippon Airways (@FlyANA_official) 13 January 2017

2. SpiceJet India
Engagement Score – 994

Pick your favourite David Guetta track & tell us why you love it. Stand to win Sunburn Arena tickets. #SpiceJet #SunburnArena #DavidGuetta pic.twitter.com/KwADfPM9Rf

— SpiceJet (@flyspicejet) 10 January 2017

3. Air India
Engagement Score – 879

Article about #AirIndia being "3rd Worst #Airline in the World" based on OTP, as misquoted by #Bloomberg, clarified by @flightstats pic.twitter.com/TmM6FljVpF

— Air India (@airindiain) 12 January 2017

Instagram

Finding the right hashtag is a combination of art and science. It's a process that could be based on trial and error, or by seeing what peers in your industry are finding value in. In the airline industry, Srilankan Airlines succeded by using hashtags about locations like #Colombo, while Korean Air used #Prize and other contest-related hashtags.

Top-performing Instagram content:

1. Korean Air
Engagement Score – 734

 

#??? ? ?? ???? ?? ???? #??? ? ? ??? ???? ??? ?? ???! 10?? ???? ???? ??? ??? ??? ?????? #Event #Tellme #desirable #KoreanAir #Destination #you #want #to #travel #with #Cabincrew #Pikachu (~1/15 ??) . . #???? #KoreanAir #KAL???? #KALstagram #?? #Travel #?????? #Travelstagram #?? #Gift #Present #?? #Prize #????? #Pokemon ©1997 Nintendo, Creatures, GAME FREAK, TV Tokyo, ShoPro, JR Kikaku. ©Pokemon. ?????, ???, Pokémon? Nintendo? ?????.

A photo posted by ????(KoreanAir) (@koreanair) on Jan 9, 2017 at 10:08pm PST

2. Singapore Changi Airport
Engagement Score – 734

 

How many of these airlines have you flown with?

A photo posted by Singapore Changi Airport (SIN) (@changiairport) on Jan 14, 2017 at 2:26am PST

3. Garuda Indonesia
Engagement Score – 725

 

Pinch to zoom the photo and see all the beautiful birds on the parking lot. Can you guess how many fleets there ? Lensed beautifully by @gilbertthanamas #GarudaIndonesia #GarudaExperience

A photo posted by Garuda Indonesia (@garuda.indonesia) on Jan 13, 2017 at 4:58am PST

Ranjani Raghupathi is marketing executive at Unmetric. You can follow her on Twitter @ranjanithinks.