Airlines Zoom on Twitter in September, Says Unmetric

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Unmetric’s Social Media Benchmarking application analyzes the Twitter numbers of 10 leading US airline Twitter handles for the first three weeks of September and makes some interesting observations.

Unmetric - The Social Media Bechmarking Company provides Competitive Social Media Intellligence & Benchmarking

Unmetric - The Social Media Bechmarking Company

Airlines have started driving key business goals through social media - Shashank Nigam, CEO of SimpliFlying

Airlines are one of the most active sectors on social media. "Airlines have started driving key business goals through social media - be it Delta handling customer service through @deltaassist or jetBlue clearing distress inventory through flash-sales on @jetBlueCheeps. The growth in the number of fans and activity is because airlines now dedicate significant resources to making social media work for the business," says Shashank Nigam, CEO of SimpliFlying, a leading airline brand strategy firm.

Unmetric, the Social Media Benchmarking and Competitive Intelligence Company analysed the Twitter activity of ten leading US airlines in the first three weeks of September, 2011; the list included popular Twitter handles like @united, @americanair, @virginamerica, @usairways, @alaskaair, @jetblue, @delta and @southwestair, and even secondary twitter IDs like @deltaassist and @JetBlueCheeps.

While it was observed that the average airline Twitter ID added 5,300 followers to its tribe, brands like United saw especially high growth with a 19% increase in follower numbers. While there were an average of 30 tweets/day from the brands analyzed, there were interesting differences in the frequency of updates too. Delta leads the pack with @DeltaAssist posting over 150 tweets/day.

@replies also reveal some interesting numbers with many brands replying to their customers in under an hour, on an average. @DeltaAssist took just 10 minutes, closely followed by @JetBlue (15 minutes), @VirginAmerica (28 minutes) and @SouthwestAir (40 minutes). These numbers demonstrate that airlines certainly seem to take customer service on Twitter very seriously.

More data on airlines social media and other sectors’ social media is available on Unmetric, thanks to its growing database of the social media analytics of over a thousand brands across the world. The company observes that most brands are flying blind on social media and that the absence of relative benchmarks so far has proved a detriment to big brands who are used to competitive benchmarking and intelligence on other media.

Unmetric is currently being evaluated by marquee brands from Fortune 100 companies. Unmetric’s analytics engine is powered by an interesting mix of intelligent algorithms and a team of human analysts who dissect the content strategies of brands on Facebook. More information is available at


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