The document analyzes the social media presence and engagement of major US airlines on Facebook, Twitter, YouTube, and other platforms in November 2014. Southwest had the most Facebook fans, while American Airlines had the highest activation rate and most retweets on Twitter posts. On YouTube, Delta had the most subscribers, while a JetBlue video had the most views. American, United, and Virgin America generally had higher social engagement than competitors according to metrics like average views per video and users talking about the brand.

1. SOCIAL
SNAPSHOT: airlines
N O V E M B E R 2 0 1 4
southwest
american*
delta
jetblue
united
virgin america
alaska
frontier
facebook
# Fans
4,489,280
1,789,690
1,375,960
989,560
770,660
596,640
534,900
162,830 HIGHEST ACTIVATION RATE
American Airlines Post: Mirror, mirror on the ramp –
who is the fairest bird of all? [Photo: @dfwavgeek]
ACTIVATION RATE: 2.28%
jetblue
southwest
american
delta
virgin america
united
US AIRWAYS
alaska
frontier
# Followers
1,872,380
1,757,610
974,490
826,300
605,850
556,130
536,090
128,500
54,180
twitter
most retweets
American Airlines Tweet: Guess who
just got her red, white and blue? Hint:
She’s a dream. #GoingForGreat
RETWEETS: 286
YYOOUUTTUUBBEE
delta
american*
virgin america
southwest
united
jetblue
ALASKA
FRONTIER
# Subscribers
28,910
27,690
20,050
11,900
8,640
6,840
2,100
830
P A R T I C I P A N T E N G A G E M E N T
american* united virgin america
M E T H O D O L O G Y
Socialtools is a global proprietary Publicis Groupe app that tracks competitive performance
of brands' Facebook, Twitter, YouTube and Instagram accounts. Performics leverages
Socialtools to extract insights and create benchmarks to build client presence in the social
space and drive successful brand experiences for participants focused on performance.
Average
views/video
Average number of
views per video
posted by brand
TALKING
ABOUT
Number of unique users sharing
"stories" about the brand page
over the last 7 days (e.g. liking,
sharing, checking in, etc.)
Activation
Rate/Post
[(likes+comments+shares) /
(fans x CM posts)] x 100
CONNECT WITH US performics.com facebook.com/performics twitter.com/performics
most viewed
JetBlue Video: Flying It
Forward - The First Stories
views: 1,165,510
*Represents American Airlines and US Airways
*Represents American Airlines and US Airways
Data from 10/18- 11/18
*Represents American Airlines and US Airways
Talking
About
Retweets,
Mentions and
Hashtags
Avg. Views
Per Video
Airline Average
Leading Brand
12,700 26,245 19,262
65,139 139,796 118,544