This document provides a social media report for North American Airlines from January 1st to March 31st, 2017. It analyzes the performance of 15 airlines on Facebook, Twitter, Instagram and LinkedIn. Key findings include that Frontier Airlines had the highest Facebook fan growth, WestJet replied fastest to tweets, Hawaiian Airlines posted most on Instagram, and Delta had the highest LinkedIn follower growth. The report also analyzes audience sizes, levels of engagement, most popular posts and campaigns, and customer service metrics for each network.

1. North American Airlines
Social Media Report
January 1st – March 31st, 2017

2. Table of Contents
• Industry Insights
• Leaderboards
• Share of Voice Snapshot
• Audience Size
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• LinkedIn Posts vs. Engagement
• Customer Service (Reply Time & Response Rate)
• Timing Analysis
• Most Engaging Content
• Key Takeaways
Airlines analyzed in this report include: Aero Mexico, Air Canada, Alaska Airlines, Allegiant, American Airlines, Delta Air Lines,
Frontier Airlines, Hawaiian Airlines, JetBlue Airways, Southwest Airlines, United Airlines, Virgin America, Volaris, WestJet,
Spirit Airlines.

3. Industry Insights
• With a growth rate of 12%, Frontier Airlines enjoyed the highest Fan Growth Rate among the brands
analyzed on Facebook.
• Taking just 14mins 54secs on average, @WestJet Replies fastest to Customers' Tweets.
• Hawaiian Airlines published the highest number of Posts (172) on Instagram.
• The average length of a YouTube video by an Aviation brand is 2mins 19secs.
• With a growth rate of 7.7%, Delta Air Lines enjoyed the highest Follower Growth Rate on Pinterest among
the brands analyzed.
• United Airlines had the highest number of updates (45) on LinkedIn.

4. Performance Snapshot
Network
Highest Audience
Size
Southwest Airlines
(5,375,129)
Southwest Airlines
(2,085,253)
American Airlines
(558,523)
American Airlines
(264,157)
Highest
Growth
Frontier Airlines
(12.42%)
Spirit Airlines
(5.42%)
Hawaiian Airlines
(14.83%)
Southwest Airlines
(6.08%)
Highest
Engagement
WestJet
(913)
Delta Air Lines
(340)
United Airlines
(765)
Alaska Airlines
(551)

5. Share Of Voice Snapshot
Network
Most Number of
Posts
Volaris
(668)
Volaris
(668)
Hawaiian Airlines
(171)
United Airlines
(45)
Most Number of
Likes
Volaris
(582,979)
Delta Air Lines
(151,343)
Hawaiian Airlines
(548,410)
United Airlines
(17,871)
Most Number of
Comments
Volaris
(261,892)
United Airlines
(8,343)
United Airlines
(19,124)
United Airlines
(501)

6. 0.00M 1.00M 2.00M 3.00M 4.00M 5.00M 6.00M
Southwest Airlines
Volaris
American Airlines
Delta Air Lines
Aeromexico
JetBlue Airways
Air Canada
United Airlines
WestJet
Alaska Airlines
Linkedin Instagram Twitter Facebook
Audience Size
Southwest Airlines has the largest audience size on Facebook (5,375,129) and the most number of
Followers on Twitter (2,085,253).

7. 0 200 400 600 800 1,000
WestJet
Alaska Airlines
Delta Air Lines
Hawaiian Airlines
Air Canada
United Air Lines
JetBlue Airways
American Airlines
Southwest Airlines
Volaris
Number of Facebook Posts Engagement
Facebook Posts vs. Engagement
WestJet published 59 Posts and received the highest engagement (913). The most engaging Posts by the
airline were around travel advisories and affordable flight fares.

8. 0 50 100 150 200 250 300 350 400 450 500
Delta Air Lines
United Airlines
Alaska Airlines
Air Canada
WestJet
Hawaiian Airlines
American Airlines
Spirit Airlines
Frontier Airlines
Allegiant
Number of Tweets Engagement
Tweets vs. Engagement
Delta Air Lines saw great engagement (340) with Tweets that centered around flight deals and offers.

9. 0 100 200 300 400 500 600 700 800 900
United Airlines
Hawaiian Airlines
Delta Air Lines
American Airlines
Air Canada
Southwest Airlines
Alaska Airlines
WestJet
Aeromexico
Virgin America
Number of Instagram Posts Engagement
Instagram Posts vs. Engagement
United received high levels of engagement (765) on posts that feature their airplanes on scenic
backgrounds. Most of these were user-generated.

10. 0 100 200 300 400 500 600
Alaska Airlines
Hawaiian Airlines
United Airlines
Delta Air Lines
Southwest Airlines
American Airlines
WestJet
JetBlue Airways
Aeromexico
Frontier Airlines
Number of LinkedIn Posts Engagement
LinkedIn Posts vs. Engagement
Alaska Airlines had 3 updates and received an engagement of 551 which is higher than the North American
Aviation Industry’s engagement (185). The updates were around accomplishments, their collaboration with
Virgin Airlines and careers.

11. 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000
Volaris
Southwest Airlines
Delta Air Lines
Alaska Airlines
Hawaiian Airlines
Reach Impressions
Facebook – Reach & Impressions
Volaris had a double win with the widest Reach (51,915,164) and most Impressions (86,142,581).
The video that got the highest Reach and Impressions was part of the #maythewholeworldfly
(#QueTodoElMundoVuele) campaign that celebrated the spirit of travel.
*Reach & Impressions data is estimated using algorithms and machine learning
*

12. 0 100 200 300 400 500 600 700
Alaska Airlines
Delta Air Lines
Volaris
Hawaiian Airlines
Southwest Airlines
Organic Promoted
Facebook – Organic & Promoted
Volaris had the highest number of organic Posts (623) on Facebook. The Post offering special discounts as
part of their anniversary got Volaris the most engagement without paid efforts. Alaska Airlines had the
highest number of promoted Posts (34). Their most engaging Post was about a flight attendant who helped
save the life of a young girl from human trafficking.

13. 0 200 400 600 800 1,000
Women’s History Month (Delta)
#JetBlueFlashFares (JetBlue)
#MostWestCoast (Alaska Airlines)
#WomensHistoryMonth (United)
#AATeam 2017 (American Airlines)
#InBrotherhood (Southwest Airlines)
Number of Facebook Posts Engagement
Top Campaigns on Facebook
Delta’s campaign Women’s History Month received the highest engagement on Facebook (998). As part of
this campaign, the brand posted content around their first all-black, all-women cockpit crew and honouring
significant women like their first female pilot and flight attendants.

14. 0 50 100 150 200 250 300 350 400
#GRAMMYs (@Delta)
#WomensHistoryMonth (@united)
#IFlyAlaska (@AlaskaAir)
#AATeam 2017 (@AmericanAir)
#MusicMonday (@SouthwestAir)
#DestinationFriday (@JetBlue)
Number of Tweets Engagement
Top Campaigns on Twitter
Delta’s campaign #GRAMMYs that supports rising artists at the Grammy Awards, received the highest
engagement on Twitter (204).

15. Hashtags
American Airlines’ #aateam was the most used hashtag by the brand on Twitter (2,504).
0 500 1,000 1,500 2,000 2,500 3,000
#aateam (American Airlines)
#flytheflag (AirCanada)
#mostcanadian (WestJet)
#Iflyalaska (Alaska Airlines)
#vuelasporquevuelas (Volaris)
Number of tweets

16. Customer Service – Reply Time (inminutes)
WestJet had the fastest reply time (14 minutes 54 seconds) while Volaris took the longest to reply on Twitter.
0 20 40 60 80 100 120
WestJet
Alaska Airlines
Virgin America
Southwest Airlines
United Airlines
Air Canada
American Airlines
Delta Air Lines
JetBlue Airways
Volaris
Reply Time on Twitter

17. Customer Service – Response Rate
Southwest Airlines had the best response rate of 49% while Virgin America was the least responsive (27%).
0% 10% 20% 30% 40% 50% 60%
Southwest Airlines
American Airlines
Alaska Airlines
Delta Air Lines
Volaris
WestJet
Allegiant
JetBlue Airways
United Airlines
Virgin America
Response Rate on Twitter

18. Most Engaging Day of the Week Snapshot
Network
Aeromexico Thursday Sunday Friday Wednesday
Air Canada Thursday Friday Thursday Wednesday
Alaska Airlines Wednesday Thursday Wednesday Wednesday
Allegiant Monday Tuesday - -
American Airlines Friday Friday Friday Friday
Delta Air Lines Monday Monday Sunday Friday
Frontier Airlines Tuesday Tuesday - Tuesday
Hawaiian Airlines Saturday Saturday Saturday Wednesday
*All timings are given in local times

19. Most Engaging Day of the Week Snapshot
Network
JetBlue Airways Wednesday Saturday Saturday Thursday
Southwest Airlines Tuesday Thursday, Friday Saturday Thursday
United Airlines Tuesday Sunday Friday Tuesday
Virgin America Wednesday Thursday Monday -
Volaris Tuesday Sunday Friday -
WestJet Saturday Wednesday Wednesday Wednesday
Spirit Airlines - Sunday - -
*All timings are given in local times

20. Most Engaging Time of the Day Snapshot
Network
Aeromexico 6 AM-7 AM 12 AM-3 AM 2 PM-3 PM 12 AM-1 AM
Air Canada 12 PM-1 PM 3 PM-6 PM 12 PM-1 PM 5 PM-6 PM
Alaska Airlines 7 PM-8 PM 6 PM-9 PM 2 PM-3 PM 5 PM-6 PM
Allegiant 9 AM-10 AM 6 AM-9 AM - -
American Airlines 5 PM-6 PM 9 AM-12 PM 7 PM-8 PM 5 PM-6 PM
Delta Air Lines 2 PM-3 PM 12 PM-3 PM 8 AM-9 AM 12 AM-1 AM
Frontier Airlines 12 PM-1 PM 6 PM-9 PM - 12 AM-1 AM
Hawaiian Airlines 4 PM-5 PM 9 AM-12 PM 11 PM-12 AM 12 AM-1 AM
*All timings are given in local times

21. Most Engaging Time of the Day Snapshot
Network
JetBlue Airways 10 AM-11 AM 9 PM-12 AM 6 PM-7 PM 12 AM-1 AM
Southwest Airlines 9 AM-10 AM 6 PM-9 PM 8 PM-9 PM 12 AM-1 AM
United Airlines 11 AM-12 PM 9 PM-12 AM 6 PM-7 PM 12 AM-1 AM
Virgin America 7 PM-8 PM 3 AM-6 AM 11 AM-12 PM -
Volaris 12 AM-1 AM 12 AM-3 AM 12 PM-1 PM -
WestJet 5 AM-6 AM,
12 PM-1 PM
3 AM-6 AM 7 AM-8 AM 12 AM-1 AM
Spirit Airlines - 6 PM-9 PM - -
*All timings are given in local times

22. Most Engaging Facebook Posts
Hawaiian Airlines
31-MAR-17, FRI 4:00PM
We think Hawaiʻi has the most magical
sunrises and sunsets in the world! Where is
your favorite plac ..
ENGMT. LIKES COMMENTS SHARES
1,000 16,198 1,248 728
WestJet
31-MAR-17, FRI 5:30AM
Effective immediately, we are now
Canada Air. Watch and learn more about
how we’re rebranding as the ..
Delta Air Lines
27-MAR-17, MON 2:20PM
This is what making history looks like.
We’re proud to celebrate two amazing
Delta women – First Off ..
ENGMT. LIKES COMMENTS SHARES
1,000 24,311 6,364 19,558
ENGMT. LIKES COMMENTS SHARES
1,000 89,315 2,405 8,457

23. Flying Delta means comfort. (That means
you can wear your leggings. �)
27-Mar-17, Mon 12:07PM
ENGMT. FAV. REPLIES RETWEETS
1000.0 119,969 3,127 32,047
Most Engaging Tweets
@CNN @wolfblitzer @CNNSitRoom Pls
correct reports. We confirm no
record of Esteban Santiago, or ch..
We confirm we have no record of a
passenger by the name Esteban
Santiago, or checked guns, on any o..
06-Jan-17, Fri 05:39PM
ENGMT. FAV. REPLIES RETWEETS
1000.0 2,099 311 2,243
06-Jan-17, Fri 04:35PM
ENGMT. FAV. REPLIES RETWEETS
1000.0 5,687 321 6,798
Delta Air Lines Air Canada Air Canada

24. Three amigos. ✈ ✈ ✈ �: @ihikhi
29-Mar-17, Wed 04:48PM
ENGMT. LIKES COMMENTS FILTER
930.0 11,810 2,538 Normal
Most Engaging Instagram Posts
What's your move this weekend: Head
home or head out of town? Vote with
� or � . �: @jinsolllee
31-Mar-17, Fri 11:07AM
ENGMT. LIKES COMMENTS FILTER
905.0 8,426 2,675 Normal
24-Mar-17, Fri 06:09PM
ENGMT. LIKES COMMENTS FILTER
890.0 9,211 2,195 Normal
United Airlines United Airlines United Airlines
Gearing up for a new day. How do you get
going in the morning? �: Eric Peralta
on Twitter

25. For the fourth year in a row, Wall Street
Journal ranked Alaska Airlines as the
No. 1 overall U.S. ..
11-Jan-17, Wed 05:00PM
ENGMT. LIKES COMMENTS
176.0 645 31
Most Engaging LinkedIn Posts
Another year stronger. Today, we celebrate
our 4th consecutive year of being
recognized as one of t..
15-Feb-17, Wed 12:00AM
ENGMT. LIKES COMMENTS
94.0 169 3
17-Feb-17, Fri 12:00AM
ENGMT. LIKES COMMENTS
86.0 1,782 44
Alaska Airlines Hawaiian Airlines Delta Air Lines
We're proud to lead the nation as the most
on-time airline for the 13th
consecutive year, as report..

26. Key Takeaways
• Aviation brands receive more engagement on Instagram and Facebook than on Twitter and LinkedIn.
• During this period, Aviation brands promoted 6% of all their Facebook Posts and saw 2x times more
engagement.
• On Facebook, these airlines posted the most around promos and sales. They, however, get the best
engagement on Posts that feature employees.
• Tweets around discount offers resonated well with Followers.
• On Instagram, aviation brands experience great engagement on content sourced from Instagrammers
that featured their aircraft.

27. Thank You
For more information, please contact us at team@unmetric.com.