PeopleBrowsr Hotlist shows Airline Twitter Trends

An analysis of Twitter trends towards Airlines for August 2009


As Twitter adoption travels from the left to the right of Rogers' Diffusion of Innovations Bell Curve, mainstream consumer behavior gathers momentum, manifesting into influential and telling market indicators. This invaluable behavior and sentiment eventually becomes deafening and without actively monitoring and analyzing this movement, we miss opportunities to learn, grow, and help.
We need a prescribed lens into the real-time thoughts, observations, and experiences of real people, unfiltered, to make informed decisions and both lead and evolve along with our markets.
As I recently shared, a new study indicated that 20 percent of tweets published on Twitter are actually invitations for product information, answers or responses from peers or directly by brand representatives.
Consumers are now brand stakeholders and as such, it is our responsibility to listen, learn and adapt.

Airline Hotlist August 2009
?(brought to you by PeopleBrowsr and Brian Solis)
In August 2009, consumers continued to take to Twitter to share their experiences and feelings tied to their favorite and least favorite airlines. Many of the airlines did indeed pay attention, with some engaging directly in the public timeline.

The Players
For the month of August 2009, we monitored the inbound and outbound activity related to 14 airlines.

The players included:

?@aloha_airlines (airline defunct, but the aloha spirit lives on)
?@deltaairlines (inactive as of July 2009)?
@frontierstorm (inactive as of July 2009)?
Northwest Airlines (appears inactive)?
@usairways (established, but essentially inactive)

Total Followers
Airline follower count was reflective of participation and also outside promotion of the Twitter account in other mediums. Jetblue led the fleet with over 1.2 million followers with Southwest followed in second place with roughly 640,000. The top two accounts accounted for more followers than the other players accounted for combined. The distance between the rank of second and third place was vast at over 600,000. United Airlines trailed distantly with 34,000 followers, but Virgin America followed close behind in fourth position with almost 32,000.
It is fascinating to see Aloha airlines retain a solid group of dedicated followers even though the airline shut down in 2008.

@jetblue = 1,223,459
?@southwestair = 644,533?
@unitedairlines = 34,307
?@virginamerica = 31,644
?@aairwaves = 13,684
?@alaskaair = 12,240
?@deltaairlines = 11,916?
@spiritairlines = 8,179
?@flyhawaiian = 4,374
@continental = 3,779
?@usairways = 2,580
?@aloha_airlines = 807
?@frontierstorm = 804

Total Following
We chose to add "following" data as the spirit of Twitter is represented through reciprocation and recognition. Many consumers look at this number as a reflection of a brand's true commitment to community.
Again, Jetblue ranked at the top of the list by following over 117,000. This represents a follower to following ratio of 10:1. Virgin America jumped to the second spot on the following list with just over 16,500. Southwest earned third with 8,800 individuals followed. Spirit Airlines checked in towards the bottom of the list following only one individual @spirit_helper (manager of customer relations for Spirit). Spirit followed one more than US Airways, which checked in at zero. However, it should go noted that the account is basically idle.

@jetblue = 117,444
?@virginamerica = 16,522?
@southwestair = 8,820?
@alaskaair = 6,580?
@flyhawaiian = 1,602
?@aairwaves = 1,419
?@unitedairlines = 1,249
?@deltaairlines = 234
?@aloha_airlines = 56
?@continental = 53?
@frontierstorm = 7
?@spiritairlines = 1
?@usairways = 0

Total Tweets
In Social Media, participation counts for everything. It demonstrates willingness to interact with peers and customers, symbolizes intent, and expresses purpose.
Published tweets were extremely low across the board with Southwest ranking on top way at an average of 7.1 tweets per day for a total of 213. Jetblue took second with 108 tweets. American checked-in with 95 tweets for third. With 76, Virgin America followed closely behind, landing in the fourth spot. American locked the third position with 95 tweets. On the opposite end of the spectrum Skywest sent one tweet, one of only two tweets to its credit. The first alerted us that the company was "setting up twitter page" the second simply said "hi."

@southwestair = 213
?@jetblue = 108
?@aairwaves = 95
?@virginamerica = 76
?@alaskaair = 65
?@continental = 52
?@unitedairlines = 40
?@aloha_airlines = 31
?@spiritairlines = 25?
@flyhawaiian =14

Share of Voice: Total Tweets @airlines
The tweets aimed at individual airlines serve as the conversations that beckon and govern interaction. Many tweets reach the desktops of brand managers, while a significant portion of tweets fell upon deaf ears - otherwise known as inactive accounts. An interesting observation is the fusion of demographics and psychographics represented by the individuals who are active on Twitter and which brands they use and discuss in public.
American earned the largest share of voice with 6,180 tweets. Southwest closely followed with roughly 5,428 tweets. Although inactive on Twitter, US Airways ranked third for share of voice raking in almost 5,000 @ tweets. Jetblue trailed with 4,084.

@aairwaves = 6,180
?@southwestair = 5,428
?@usairways = 4,712 (inactive account)?
@jetblue = 4,084?
@virginamerica = 2,144
@unitedairlines = 3,356
?@deltaairlines = 2,560 (inactive account)
?@continental = 1,372
?@alaskaair = 1,220
?@frontierstorm = 832 (inactive account)
?@flyhawaiian = 504

The opinions and emotions voiced in public reflect upon the brand and its stature. As such, sentiment is a critical indicator that communicates the state of the brand, industry, and overall consumer satisfaction levels. Indeed many monitoring tools provide the ability to analyze sentiment, but what we're about to show you is that there's a difference between automated sentiment analysis and hand-curated sentiment analysis. In general, tweets are mostly positive, but the ratio between negative and positive shifts after applying a human touch.

Before Human Sorting
Positive: 720
Negative: 160
Total: 6,196
After Human Sorting
Positive: 1,816
Negative: 712
Total: 6,180

Before Human Sorting
Positive: 144
Negative: 24
Total: 1,228
After Human Sorting
Positive: 484
Negative: 100
Total: 1,220

Before Human Sorting
Positive: 112
Negative: 68
Total: 1,376
After Human Sorting
Positive: 464
Negative: 332
Total: 1,372

Before Human Sorting
Positive: 292
Negative: 180
Total: 2,580
After Human Sorting
Positive: 872
Negative: 680
Total: 2,560

Before Human Sorting
Positive: 472
Negative: 88
Total: 4,104
After Human Sorting
Positive: 1,840
Negative: 192
Total: 4,084

Before Human Sorting
Positive: 40
Negative: 8
Total: 516
After Human Sorting
Positive: 220
Negative: 44
Total: 504

Before Human Sorting
Positive: 40
Negative: 12
Total: 832
After Human Sorting
Positive: 324
Negative: 92
Total: 832

@NorthWestAir (Account gone)
Before Human Sorting
Positive: 48
Negative: 12
Total: 1,664
After Human Sorting
Positive: 272
Negative: 172
Total: 1,652

Before Human Sorting
Positive: 700
Negative: 112
Total: 6,456
After Human Sorting
Positive: 2,976
Negative: 648
Total: 6,428

Before Human Sorting
Positive: 364
Negative: 160
Total: 3,364
After Human Sorting
Positive: 896
Negative: 796
Total: 3,356

Before Human Sorting
Positive: 320
Negative: 168
Total: 4,724
After Human Sorting
Positive: 1,176
Negative: 1,084
Total: 4,712

Before Human Sorting
Positive: 468
Negative: 68
Total: 2,148
After Human Sorting
Positive: 1,104
Negative: 176
Total: 2,144

Positive Keywords - Top Ten Frequently Used Words

1. Great
2. Best
3. Good
4. Cool
5. Like
6. Top
7. Internet
8. Wifi
9. Amazing
10. Upgrade

Negative Keywords - Top Ten Frequently Used Words

1. Worst
2. Fail
3. Sucks
4. Delay
5. Waiting
6. Hate
7. WTF
8. Shit
9. Nightmare
10. Awful

For more information, please contact Brian directly at brian [at] peoplebrowsr [dot] com