How Airlines Allocate Resources to Social Media

SimpliFlying HOW AIRLINES ALLOCATE RESOURCES TO SOCIAL MEDIA THE NUMBER OF TWEETS AIRLINES RECEIVED INCREASED BY 60% FROM FEB TO MAR 2011 AIRLINES 101,400 RECEIVED 24,500 TWEETS IN MARCH 2011 AIRLINES REPLIES IN MARCH 2011 SENT HOW ARE THEY DOING THIS? BY DEDICATING MORE RESOURCES TO SOCIAL MEDIA ARE EXPANDING 40% THEIR SOCIAL MEDIA TEAMS THESE TEAMS INCLUDE MEMBERS FROM DIFFERENT DEPARTMENTS 44% 30% 13% 9% 4% CORPORATE MARKETING E-COMMERCE INTERACTIVE COMMUNICATIONS CUSTOMER SERVICE ALLOCATION OF RESOURCES DEDICATED OR INTEGRATED MODEL MODEL STAFF ARE SOLELY DEDICATED TO SOCIAL MEDIA FUNCTION STAFF FROM DIFFERENT DEPARTMENTS ARE SOCIAL MEDIA-TRAINED HOW HAVE AIRLINES USING THE DEDICATED MODEL PERFORMED? IN TERMS OF TWITTER FOLLOWERS, FACEBOOK FANS & KLOUT * = THE NUMBER OF STAFF DEVOTED TO SOCIAL MEDIA STAFF STAFF TRUE REACH 75K 200,000 f 110,000 STAFF TRUE REACH 56K 147,000 f 1,000,000 Viry america 23 STAFF TRUE REACH 46K AirAsia 125,000 f 200,000 STAFF TRUE REACH 25K 70,000 f 55,000 KLM WESTJ ETI HOW HAVE AIRLINES USING THE INTEGRATED MODEL PERFORMED? IN TERMS OF TWITTER FOLLOWERS, FACEBOOK FANS & KLOUT * = THE NUMBER OF STAFF TRAINED IN SOCIAL MEDIA STAFF 34 STAFF TRUE REACH 588K 1,620,000 f 475,000 4 STAFF TRUE REACH 429K 1,100,000 jetBlue f 1,390,000 19 STAFF SOUTHWEST AIRLINES TRUE REACH 64K 174,000 f 135,000 2 STAFF TRUE REACH 5K 15,000 f 59,000 A DELTA airBaltic *ROUNDED TO NEAREST '000 à SimpliFlying Infographics Download more airline infographics from http://bit.ly/sfinfographics DATA SOURCES: THE MONTHLY AIRLINE TWITTER REPORT BY EEZEER & SIMPLIFYING, SURVEY BY SIMPLIFLYING FACEBOOK.COM & TWITTER.COM, ACCESSED MAY 2011 CREATED BY @HICAIS, @MAVECHAN, @SUGERINE & @TRIXIAYONG DESIGNED BY @TRIXIAYONG