The moves are not as large as last week’s, but summer hasn’t slowed down social media altogether.
For the most part, airlines had the most action this week. Southwest and AirAsia did pop up again with noticeable increase in its customer service issues, but it’s the same gripes as last week. To make this list more beneficial to our viewers, they’ve been left off.
Each Friday, we call out travel brands that have stronger than usual activity on social media. Using SkiftIQ, we’re able to track current performance versus past (60-day averages, unless otherwise noted) as well as notice spikes in activity that demonstrate a brand either has a viral hit on its hands, or a public relations mess to clean up.
The latest social activity on SkiftIQ for the week ending July 25, 2014:
1. Air New Zealand on Instagram (mention Twitter)
The airline featured a mid-flight photo from a community member through its user-generated content call-to-action, #AirNZShareMe and an homage to crew members from the past for a #FlashbackFriday post. Followers went up by 140% and doubled its Average Daily Followers from last week to 40 Followers/Day.
2. Azul on Facebook
This Brazilian airline’s customers are rewarded for sharing its photos taken from a plane’s window seat by posting one photo a week. The engagement of this photo rippled through its community for two days. The post generated 4,500 total likes, shares, and comments on Facebook. It gained nearly 9,500 new Page Likes which raised its Average Daily Followers by 120%.
3. KLM on Instagram
For five days straight from July 20, KLM’s Instagram Followers rose as solidarity grew for its nationals who were directly and indirectly affected by the Malaysian Airline Flight 17 crash. The brand took the appropriate stance, by minimizing its posts. Since the crash, it only posted this photo. This action of compassion doubled its Daily Followers to 204 from 102.
4. Lufthansa on Instagram
Although Lufthansa doesn’t have a defined UGC hashtag, it is sifting through content posted by others and uploading and crediting its audience. Its photos and passengers are “plane gorgeous.” Its average daily audience on Instagram grew by 65% to 246 Followers/Day for two days.
5. Airbnb on Twitter
With the rebrand and new website, Airbnb’s customers are taking to Twitter to voice their issues with the new site with screen grabs of bugs in addition to instance of inaccurate dates and listings results. The volume of Daily Status Updates rose by 50% to 70 Tweets/Day since last week.