Qatar, Singapore Airlines and AirAsia top SEA's airlines on social media: Digimind
Digimind has released a report exploring the social-media standing of Southeast Asia-based airlines. The company studied 27 carriers that fly to and from Southeast Asia over one month to determine the best players at growing and engaging their communities through publications and interactions on social media. Overall, the study found that Facebook is the main contributor to community size, with the top five flag carriers in community size having at least 1 million fans on that platform. Meanwhile, service, entertainment, baggage, comfort and price were listed as the top issues.
Over the period studied:
• Qatar Airways had the largest community, with thanks to their 11.65 million followers across Facebook, Twitter, YouTube, and
Instagram.
• In terms of interactions, Singapore Airlines earned the most at 1.52 million.
• For publications, Garuda Indonesia led with 379 posts across their social media channels
China Eastern had the biggest growth in community size, with the largest growth on Facebook.
• In terms of interactions, Singapore Airlines experienced the most growth, thanks to their “No detail is too small”
campaign in early December.
• Garuda Indonesia had the highest publication growth.
Singapore Airlines experienced the highest growth, as well as the most number of interactions on their social channels, at a
whopping 1.4 million.
With the exception of Singapore Airlines and Air New Zealand, Instagram was where followers were the most engaged.
Over the period studied:
• AirAsia had the biggest following, with a combined 5.01 million from Facebook, Twitter, Instagram and YouTube. It
was also the most active, with 198 publications.
• Cebu Pacific led with 447 500 interactions, mostly on Facebook and YouTube.
In terms of growth, Jetstar experienced the most growth in followers and interactions, at 3% and 42% respectively.
Cebu Pacific’s activity increased the most, thanks to their postings on Facebook and Twitter.
Cebu Pacific had the most engaging channels, with 273 220 interactions taking place on their postings.
Interestingly, while YouTube made up the smallest following
out of Cebu Pacific’s channels, it earned the most interactions for the Philippines-based low cost carrier.
For Scoot, Tigerair and SilkAir, most of their interactions came from
Instagram, where a mix of promotional and travel related content was posted.
However, it was still not enough to overtake the engagement rate on Cebu Pacific and AirAsia’s channels.
