Reaching current and future customers on Twitter is of primary concern to most travel brands, but there’s no one set formula for success.
Yesterday we rolled out an update to SkiftIQ that added a number of new features. We also gave it a bit of facelift to bring it in line with our redesign we began rolling out in mid-January.
One of the features we added is the ability to see what tools travel brands are using when they post content to Twitter. Twitter clients, like Hootsuite or TweetDeck, allow brands to schedule tweets in advance, set up rules that allow for sharing information across groups, and monitor trending topics.
In addition to these more advanced tools, brands also post to Twitter though updates from other social sites like Pinterest or Facebook, apps on iPhones and Android devices, and Twitter.com, too.
We thought it would be interesting to see who’s using what clients, so we did a dive into SkiftIQ to sort through the last 1,000 tweets of every travel brand.
- When you add up all the activity in each of our eleven sectors, Hootsuite is the most-used client by volume in nine of those.
- Only in Airlines and Influencers is Hootsuite relegated to second place, behind the Twitter website and TweetDeck, respectively.
Twitter for iPhone shows up in the top five in eight out of the eleven sectors. This speaks more to the ubiquity of the iPhone than well-thought out strategy, as it offers no means to manage activity within an group. In most cases, brands are using it to respond to an issue on-the-fly within a smaller or even one-person social media team.
Interestingly, when you look at the best performing travel brands on social media as measured by Skift Score, none of the top 20 use Hootsuite for the majority of their activity. Rather, each brand (with the exception of AirAsia and Four Seasons Hotels), uses a proprietary or enterprise-level paid client.
Twitter Clients of Top 20 Travel Brands on Social Media
|Brand||Sector||Skift Score||Most-Used Client|
|Azul||Airlines||815||SAP Social OnDemand|
|Air France FR||Airlines||810||Salesforce CRM|
|Carnival Cruise Lines||Cruise Lines||799||Radian6|
|Hyatt Hotels||Hotel Brands||799||Spredfast app|
|British Airways||Airlines||796||Spredfast app|
|Lufthansa||Airlines||785||Image Tweet Bot|
|Walt Disney World Resorts||Destinations||777||SocialEngage|
|Matador Network||Media||774||Sprout Social|
|Four Seasons Hotels||Hotel Brands||769||Web|
SNAP is American Airlines’ proprietary social media tool, and AA’s team uses it for 100% of its Twitter activity. In an effort to up its weak social game, post-merger US Airways recently began tweeting with it too, and it now represents 99.7% of the sister airline’s activity.
American Air’s social media team declined to answer questions about SNAP, but we know a few things about it from looking at other activity on SkiftIQ. American’s response rate to customer issues is faster than any other airline — 12 minutes. The Airline’s activity is also 100% devoted to replying to customers. Whatever SNAP specs are, it’s focus is on conversation and customer support.
Below we look at each of our eleven sectors and which clients are most used in each one. The Tweet Count is measured by adding up the last 1,000 tweets of each brand in that sector, and then counting up how many tweets were sent by each client.
Top Twitter Clients by Sector
Tunisair tweets exclusively via Facebook, while Go! Airlines (87%) and RAK Airways (66%) use it for the majority of their activity on Twitter. Many of the other brands that use Facebook to tweet only do so about 10% of the time, typically when they’ve shared something to their wall.
|Twitter for iPhone||2599|
|Twitter for iPhone||472|
|Twitter for iPhone||4229|
Booking Sites and Tools
|Social Observer TF||921|
|Twitter for iPhone||1496|
Travel and Tour Providers
|Twitter for iPhone||90|
|Twitter for iPhone||1301|
|Twitter for iPhone||5439|
|Social Media Alerts||1364|
|Twitter for iPhone||4739|