A detailed look at how aviation brands performed on social media during the period January 1 - March 31, 2016

1. Top Aviation Brands
on Social Media
Jan 1st – Mar 31st 2016
Image courtesy : Pixabay

2. Aviation Brands: Social Media Report
This report captures the performance of
Aviation Brands
on social media between
January 1st – March 31st, 2016

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4. Southwest airlines had the largest fan base of 4,983,935 while Frontier Airways showed the highest fan growth of 5.76%.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Growth%
Number of Fans
Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines
Jet Blue Delta American Airlines FrontierAirways
Fans

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hawaiian
Airlines
American
Airlines
Virgin America United Airlines Delta Southwest
airlines
Alaska Airlines FrontierAirways Jet Blue
United States Countries < 2% Mexico Puerto Rico Brazil Dominican Republic Australia Japan India
Fans - Geography

6. Alaska Airlines had the highest PTAT of 5.93% as a percentage of its average number of Fans during this time period.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Alaska Airlines Hawaiian Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines FrontierAirways
Conversations

7. Hawaiian Airlines published the greatest number of posts (178). Alaska Airlines had the highest average engagement, with a
score of 977.
0 20 40 60 80 100 120 140 160 180 200
0 200 400 600 800 1000 1200
Hawaiian
Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest
airlines
Jet Blue
Delta
American
Airlines
FrontierAirways
Numberof Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

8. Alaska Airlines received the most number of Likes (256,279), Alaska Airlines got the most number of Comments (58,770) and
Alaska Airlines had the most number of Shares (48,257).
0K 50K 100K 150K 200K 250K 300K
Alaska Airlines
Hawaiian Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
FrontierAirways
Likes Comments Shares
Engagement Breakdown

9. Most Engaging Brand Posts
Alaska Airlines
24-MAR-16, THU 10:00PM
With views like this it is no wonder over 2
million visitors came to Alaska last year.
Photo captur ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 26,020 669 2,933 Uncategorized
Hawaiian Airlines
20-MAR-16, SUN 4:00PM
We love surf, sand, and sun! Do you?
Alaska Airlines
15-MAR-16, TUE 12:59AM
Welcome to the family, Ben! We're
incredibly proud of one of our own, Lauren,
for taking a chance an ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 21,809 684 782 Uncategorized
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 14,907 20,280 1,745 Uncategorized

10. Most Engaging Brand Posts
Alaska Airlines
09-MAR-16, WED 12:48PM
The memories from last night’s inflight
entertainment will last a lifetime. We
adjusted flight #870 ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 24,998 2,487 27,498Uncategorized
Alaska Airlines
08-MAR-16, TUE 12:00PM
Start readying your palate. We’re flying
two lucky winners (each with a guest) to
our hometown (Seat ..
Hawaiian Airlines
25-FEB-16,THU 2:04PM
Kauai is an outdoor lovers dream. See a list
of our favorite Garden Isle adventures:
http://at.hwnai..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 4,662 9,393 498 Uncategorized
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 14,798 525 1,249 Positive

11. American Airlines's Facebook Page saw the highest number of Fan posts (7,137).
0 1000 2000 3000 4000 5000 6000 7000 8000
Hawaiian Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Frontier Airways
Numberof Fan Posts
Fan Posts

12. Alaska Airlines received the highest percentage of Positive Sentiment (48.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Hawaiian Airlines
Alaska Airlines
United Airlines
Virgin America
Southwest airlines
Jet Blue
Delta
American Airlines
Negative Neutral Positive
Sentiment Analysis

13. Southwest airlines responded to the highest percentage of Fan posts (61.88%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 1000 2000 3000 4000 5000 6000
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines
Brand Responses

14. Hawaiian Airlines published the most with 178 posts, among the brands studied
10%
7%
19%
7%
11%
17%
11%
6%
12%
Delta
American Airlines
Hawaiian Airlines
Alaska Airlines
Southwest airlines
Virgin America
FrontierAirways
United Airlines
Jet Blue
Share Of Voice – Volume of Posts

15. Alaska Airlines received the largest volume of Likes (256,279), among the aviation brands we looked at.
16%
18%
18%
19%
9%
2%
6%
4%
8%
Delta
American Airlines
Hawaiian Airlines
Alaska Airlines
Southwest airlines
Virgin America
FrontierAirways
United Airlines
Jet Blue
Share Of Voice – Likes

16. Alaska Airlines received the largest volume of Comments (58,770), among the brands studied here.
7%
11%
6%
36%
14%
2%
12%
6%
6%
Delta
American Airlines
Hawaiian Airlines
Alaska Airlines
Southwest airlines
Virgin America
FrontierAirways
United Airlines
Jet Blue
Share Of Voice – Comments

17. Alaska Airlines received the largest volume of Shares (48,257), among the brands analyzed.
20%
6%
11%
23%
16%
2%
3%
4%
15%
Delta
American Airlines
Hawaiian Airlines
Alaska Airlines
Southwest airlines
Virgin America
FrontierAirways
United Airlines
Jet Blue
Share Of Voice – Shares

18. During this time period, Cyber Monday sale 2015 (CM) was the most engaging run by Alaska Airlines. Jet Blue published the
most (12) in its #JetBlueFlashFares campaign.
0 2 4 6 8 10 12 14
0 100 200 300 400 500 600 700 800 900 1000
Movie Moments Sweepstakes(Hawaiian Airlines)
Cyber Monday sale 2015 (CM)(Alaska Airlines)
#MondayMotivation(United Airlines)
#RockyMountainFly(Virgin America)
Destination Bracket 2016(Southwest airlines)
#JetBlueFlashFares(Jet Blue)
#WomensHistoryMonth(Delta)
#MilesForMilestones(American Airlines)
Numberof Posts
Engagement Score
Engagement Score Number of Posts
Campaign Comparison

19. Analysis of
American Airlines
Facebook Page
Jan 01, 2016 - Mar 31, 2016

20. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
2,006,223 41,789 2.13%
United
States
Not Available
American Airlines

21. Engagement Score Total Fan Posts
488 7,137
Total Posts Brand Response Rate
61 46.41%
Total Likes Avg. Reply Time
230,801 6 hrs, 15 mins
Total Comments General Sentiment
18,097 Neutral
Total Shares
12,486
Most Engaging Content Type
Question
Least Engaging Content Type
Brand News
Most Prolific Content Type
Others
Most Engaging Campaign
The American Airlines®
Window of Wonder
Sweepstake
Most Recent Campaign
#MilesForMilestones
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

22. 1,940K
1,950K
1,960K
1,970K
1,980K
1,990K
2,000K
2,010K
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
Fan Growth
Total Fans
2,006,223
New Fans
41,789

23. Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb14-Feb18-Feb22-Feb26-Feb 1-Mar 5-Mar 9-Mar 13-Mar17-Mar21-Mar25-Mar29-Mar
American Airlines had an average engagement score of 488 and a highest of 992.

24. Community Analysis
American Airlines fans are largely from United States followed by India.
Distribution of Fans
0K 200K 400K 600K 800K 1,000K 1,200K
United States
India
Brazil
Mexico
Philippines
Argentina
Puerto Rico
United Kingdom
Peru
New Zealand

25. 0
1
1
2
2
3
3
4
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
AATeam 15
flight 9
AmericanAir 5
25,000 AAdvantage
miles
4
Fleet Service team 3

26. 33%
67%
Brand Participation Brand Non Participation
Brand Posts - Engagement
American Airlines responded to 20 conversations generated by the 61 Posts they published.
Brand Responses

27. Most Engaging Brand Posts
04-MAR-16, FRI 3:03PM
If you could fly anywhere right now, where
would it be? #TGIFlyday
ENGMT. LIKES COMMENTS SHARES SENTIMENT
992 12,046 6,697 767 Uncategorized
01-FEB-16,MON 5:15PM
Take on Tokyo! On February 11, we’re
launching daily, nonstop service from LAX to
Haneda,taking you ..
07-JAN-16, THU 12:30PM
From bustling cityscapesto rolling clouds
and patchwork quilts of land, you’ve
capturedbeautiful v ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
971 25,131 645 1,016 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
965 17,115 1,221 1,313 Positive
NO IMAGE NO IMAGE NO IMAGE

28. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60
0 100 200 300 400 500 600
Photos
Videos
Links
Plain Text
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

29. Top Keywords Used Frequency
American Airlines 2916
time 1495
AA 1371
hours 1330
customer service 1237
User Posts
0
20
40
60
80
100
120
140
160
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

30. American Airlines responded to 3,312 conversations generated by
the 7,137 Posts fans published.
American Airlines appears to participate more when Fan
conversations have greater negative vibes than positive.
User Posts - Engagement
Brand Responses Sentiment
46%
54%
Brand Participation Brand Non Participation
26%
28%
46%
Posititve Negative Neutral

31. Most of American Airlines posts were around 'Others', and posts around 'Question' received the highest engagement.
Content Intel
0 5 10 15 20 25
0 200 400 600 800 1000 1200
Brand News
Travel Destination Info
Announcements & Updates
Others
Event
Frequent Flyer Programs
Corporate Social…
Contest or Sweepstakes
Question
Like This/Engagement…
Numberof Posts
Engagement Score
Engagement Score Number of Posts

32. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 1 2 3 4
0 500 1000
#AAVacations
#TGIFlyday
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800 1000
#MilesForMilestones
#AAVacations
#TGIFlyday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

33. Analysis of
Delta
Facebook Page
Jan 01, 2016 - Mar 31, 2016

34. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,564,100 51,809 3.43%
United
States
Mostly Older, Female and
Attached.
Delta

35. Engagement Score Total Fan Posts
558 5,153
Total Posts Brand Response Rate
94 16.46%
Total Likes Avg. Reply Time
215,798 3 days, 17 hrs, 40 mins
Total Comments General Sentiment
10,825 Neutral
Total Shares
41,441
Most Engaging Content Type
Airfare Deals
Least Engaging Content Type
Event
Most Prolific Content Type
Others
Most Engaging Campaign
#80s Safety Video
Most Recent Campaign
#WomensHistoryMonth
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

36. 1,480K
1,490K
1,500K
1,510K
1,520K
1,530K
1,540K
1,550K
1,560K
1,570K
1-Jan 8-Jan 15-Jan22-Jan29-Jan 5-Feb 12-
Feb
19-
Feb
26-
Feb
4-Mar 11-
Mar
18-
Mar
25-
Mar
Fan Growth
Total Fans
1,564,100
New Fans
51,809

37. Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
Delta had an average engagement score of 558 and a highest of 1000.

38. Community Analysis
Delta fans are mostly Older, Female and Attached. Delta fans are largely from United States followed by Brazil.
Fan Demographics Distributionof Fans
38%
62%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K
United States
Brazil
Italy
Mexico
United Kingdom
Philippines
India
Japan
Puerto Rico
Norway

39. 0
1
1
2
2
3
3
4
4
5
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
flight 10
tbt 6
GRAMMYs 5
Delta employees 4
TravelTuesday 4

40. 40%
60%
Brand Participation Brand Non Participation
97%
1% 2%
Posititve Negative Neutral
Brand Posts - Engagement
Delta responded to 38 conversations generated by the 94 Posts
they published.
Delta receives more positive than negative vibes from comments
on their Posts.
Brand Responses Sentiment of Brand Posts

41. Most Engaging Brand Posts
19-JAN-16, TUE 11:03AM
We surprised this young Delta Super Fan
with the ultimate Delta experience. To all the
super fans ou ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 19,447 1,511 6,697 Positive
11-MAR-16, FRI 4:27PM
Take a 360° ride through the Mojave Desert
as we capture a Delta A330 takeoff like
you’ve never seen ..
12-FEB-16,FRI 12:47PM
How do we say thank you to Delta
employeesfor a record-breaking year? With
a thank you card so big, ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
999 10,042 1,061 4,931 Uncategorized
ENGMT. LIKES COMMENTS SHARES SENTIMENT
998 10,314 709 4,109 Positive
NO IMAGE NO IMAGE NO IMAGE

42. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60
0 200 400 600 800 1000
Videos
Photos
Links
Plain Text
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

43. Top Keywords Used Frequency
time 912
hours 734
airline 683
customer service 643
plane 586
User Posts
0
20
40
60
80
100
120
140
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

44. Delta responded to 848 conversations generated by the 5,153
Posts fans published.
Delta appears to participate more when Fan conversations have
greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
16%
84%
Brand Participation Brand Non Participation
32%
22%
46%
Posititve Negative Neutral

45. Most of Delta posts were around 'Others', and posts around 'Airfare Deals' received the highest engagement.
Content Intel
0 5 10 15 20 25
0 100 200 300 400 500 600 700 800 900 1000
Brand News
Announcements & Updates
Others
Event
Corporate Social
Responsibility
Contest or Sweepstakes
Airfare Deals
Like This/Engagement
Oriented Posts
Numberof Posts
Engagement Score
Engagement Score Number of Posts

46. Delta Posts mostly about General Happenings. Among such posts, the category Current Affairs received the highest engagement.
Content Intel
0 2 4 6 8 10 12
0 100 200 300 400 500 600 700 800
On Sports
Question
Festival/Greetings
Current Affairs
Numberof Posts
Engagement Score
Engagement Score Number of Posts

47. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 2 4 6 8
0 200 400 600
#WomensHistoryMonth
#TravelTuesday
#SAFETYS
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 200 400 600
#WomensHistoryMonth
#TravelTuesday
#SAFETYS
Numberof Posts
Engagement Score
Engagement Score Number of Posts

48. Analysis of
Jet Blue
Facebook Page
Jan 01, 2016 - Mar 31, 2016

49. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
1,126,137 38,995 3.59%
United
States
Not Available
Jet Blue

50. Engagement Score Total Fan Posts
435 2,941
Total Posts Brand Response Rate
116 33.73%
Total Likes Avg. Reply Time
101,278 2 hrs, 11 mins
Total Comments General Sentiment
10,414 Neutral
Total Shares
29,904
Most Engaging Content Type
Others
Least Engaging Content Type
Contest or Sweepstakes
Most Prolific Content Type
Airfare Deals
Most Engaging Campaign
#GronkIsMyCopilot
Most Recent Campaign
#JetBlueFlashFares
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

51. 1,060K
1,070K
1,080K
1,090K
1,100K
1,110K
1,120K
1,130K
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
Fan Growth
Total Fans
1,126,137
New Fans
38,995

52. Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
Jet Blue had an average engagement score of 435 and a highest of 1000.

53. Community Analysis
Jet Blue fans are largely from United States followed by Puerto Rico.
Distributionof Fans
0K 100K 200K 300K 400K 500K 600K 700K 800K 900K 1,000K
United States
Puerto Rico
Dominican Republic
India
Mexico
Canada
Costa Rica
Colombia
Jamaica
New Zealand

54. 0
1
1
2
2
3
3
4
4
5
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
book 28
travel 16
low fares 14
Restrictions 11
vacation package 10

55. 69%
31%
Brand Participation Brand Non Participation
93%
4%
3%
Posititve Negative Neutral
Brand Posts - Engagement
Jet Blue responded to 80 conversations generated by the 116
Posts they published.
Jet Blue receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

56. Most Engaging Brand Posts
22-FEB-16,MON 8:45AM
Can 150 strangers do something that
Washingtonstruggles to do? Work together.
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 13,335 1,596 9,689 Positive
11-FEB-16,THU 9:30AM
It's our super sweet 16 today!
#HeresToManyMore#JetBlue16
10-MAR-16, THU 10:30AM
Make a SOUND decision to visit beautiful
Bermudaby booking a JetBlue Getaways
vacationtoday!
ENGMT. LIKES COMMENTS SHARES SENTIMENT
996 18,181 993 1,399 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
992 5,430 377 2,587 Uncategorized
NO IMAGE NO IMAGE NO IMAGE

57. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60 70
0 200 400 600 800 1000
Links
Videos
Photos
Plain Text
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

58. Top Keywords Used Frequency
JetBlue Airways 755
JetBlue 642
airline 388
time 376
Jet Blue 339
User Posts
0
10
20
30
40
50
60
70
80
90
100
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

59. Jet Blue responded to 992 conversations generated by the 2,941
Posts fans published.
Jet Blue appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
34%
66%
Brand Participation Brand Non Participation
33%
16%
51%
Posititve Negative Neutral

60. Most of Jet Blue posts were around 'Airfare Deals', and posts around 'Others' received the highest engagement.
Content Intel
0 5 10 15 20 25 30 35
0 200 400 600 800 1000 1200
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Like This/Engagement Oriented Posts
Numberof Posts
Engagement Score
Engagement Score Number of Posts

61. In Jet Blue Posts about Aviation, Travel Destination Information
posts received the highest engagement.
In Jet Blue Posts about General Happenings, the category
Question received the highest engagement.
Content Intel
About Aviation About General Happenings
0 2 4 6 8
0 50 100 150 200
Travel Destination
Information
Travel Advice
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 200 400 600
On Sports
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Numberof Posts
Engagement Score
Engagement Score Number of Posts

62. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 5 10
0 200 400 600 800
#JetBlueFlashFares
#VacationStateOfMind
#LeapDayDeal
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800
#JetBlueFlashFares
#VacationStateOfMind
#LeapDayDeal
Numberof Posts
Engagement Score
Engagement Score Number of Posts

63. Analysis of
Southwest airlines
Facebook Page
Jan 01, 2016 - Mar 31, 2016

64. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
4,983,935 138,996 2.87%
United
States
Mostly Young, Female and
Attached.
Southwest airlines

65. Engagement Score Total Fan Posts
206 6,209
Total Posts Brand Response Rate
107 61.88%
Total Likes Avg. Reply Time
122,117 2 hrs, 18 mins
Total Comments General Sentiment
22,967 Neutral
Total Shares
32,142
Most Engaging Content Type
Festive Offer
Least Engaging Content Type
Like This/Engagement
Oriented Posts
Most Prolific Content Type
Others
Most Engaging Campaign
Plane Palooza
Most Recent Campaign
Destination Bracket 2016
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

66. 4,750K
4,800K
4,850K
4,900K
4,950K
5,000K
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
Fan Growth
Total Fans
4,983,935
New Fans
138,996

67. Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
Southwest airlines had an average engagement score of 206 and a highest of 955.

68. Community Analysis
Southwest airlines fans are mostly Young, Female and Attached. Southwest airlines fans are largely from United States followed by
Puerto Rico.
Fan Demographics Distributionof Fans
30%
70%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 1,000K 2,000K 3,000K 4,000K 5,000K
United States
Puerto Rico
Mexico
India
Canada
Philippines
United Kingdom
Brazil
Australia
Poland

69. 0
1
1
2
2
3
3
4
4
5
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
Southwest Airlines 22
link 15
RULES 13
Southwest 13
social 12

70. 90%
10%
Brand Participation Brand Non Participation
97%
0%
3%
Posititve Negative Neutral
Brand Posts - Engagement
Southwest airlines responded to 96 conversations generated by
the 107 Posts they published.
Southwest airlines receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment of Brand Posts

71. Most Engaging Brand Posts
23-FEB-16,TUE 10:00AM
A sale for Spring! Book 2/23-3/3.
Seats/days/mktslmtd; restr./blackouts
apply. 14-day adv. purch. h ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
977 17,835 2,571 5,474 Positive
05-JAN-16, TUE 11:47AM
Start 2016 off right – with sale fares your
post-holiday budget will love. Book 1/5 -
1/21. Seats/da ..
19-JAN-16, TUE 1:33PM
With over 3,700 daily flights to 97 different
cities, this is a day in the life of a
Southwest fleet ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
955 11,404 2,573 4,493 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
874 3,174 449 4,098 Positive
NO IMAGE NO IMAGE NO IMAGE

72. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40
0 50 100 150 200 250 300 350
Videos
Links
Photos
Plain Text
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

73. Top Keywords Used Frequency
Southwest Airlines 1582
time 1005
customer service 684
airline 668
hours 650
User Posts
0
20
40
60
80
100
120
140
160
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

74. Southwest airlines responded to 3,842 conversations generated
by the 6,209 Posts fans published.
Southwest airlines appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
62%
38%
Brand Participation Brand Non Participation
38%
15%
47%
Posititve Negative Neutral

75. Most of Southwest airlines posts were around 'Others', and posts around 'Festive Offer' received the highest engagement.
Content Intel
0 5 10 15 20 25 30 35
0 100 200 300 400 500 600 700
Brand News
Announcements & Updates
Others
Festive Offer
Event
Corporate Social…
Contest or Sweepstakes
Question
Airfare Deals
Like This/Engagement…
Numberof Posts
Engagement Score
Engagement Score Number of Posts

76. In Southwest airlines Posts about General Happenings, the category Current Affairs received the highest engagement.
Content Intel
About General Happenings
0 1 2 3 4
0 20 40 60 80 100 120 140
Others
Festival/Greetings
Current Affairs
Numberof Posts
Engagement Score
Engagement Score Number of Posts

77. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 2 4 6 8 10
0 100 200 300 400
Destination Bracket
2016
#HeartCuba
#LoveTakesFlight
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 100 200 300 400
Destination Bracket 2016
#HeartCuba
#LoveTakesFlight
Numberof Posts
Engagement Score
Engagement Score Number of Posts

78. Analysis of
United Airlines
Facebook Page
Jan 01, 2016 - Mar 31, 2016

79. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
880,085 27,465 3.22%
United
States
Not Available
United Airlines

80. Engagement Score Total Fan Posts
478 6,540
Total Posts Brand Response Rate
51 51.02%
Total Likes Avg. Reply Time
53,090 3 hrs, 15 mins
Total Comments General Sentiment
9,344 Neutral
Total Shares
8,713
Most Engaging Content Type
Travel Destination Info
Least Engaging Content Type
Like This/Engagement
Oriented Posts
Most Prolific Content Type
Others
Most Engaging Campaign
#Viewfriendly
Most Recent Campaign
#GetTheStroop
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

81. 835K
840K
845K
850K
855K
860K
865K
870K
875K
880K
885K
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
Fan Growth
Total Fans
880,085
New Fans
27,465

82. Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
United Airlines had an average engagement score of 478 and a highest of 993.

83. Community Analysis
United Airlines fans are largely from United States followed by Brazil.
Distribution of Fans
0K 100K 200K 300K 400K 500K 600K 700K
United States
Brazil
Mexico
United Kingdom
Japan
India
Canada
Philippines
Puerto Rico
New Zealand

84. 0
1
1
2
2
3
3
4
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
BigMetalBird 7
Captain Van Stroop 4
Winter Storm Kayla 3
travel waiver 3
Boeing 787 2

85. 98%
2%
Brand Participation Brand Non Participation
Brand Posts - Engagement
United Airlines responded to 50 conversations generated by the 51 Posts they published.
Brand Responses

86. Most Engaging Brand Posts
09-MAR-16, WED 11:31AM
On a brand-new #BigMetalBird, host Katie
Nolan learns what goes into aircraft heavy
maintenance.Spo ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
993 5,252 628 1,947 Uncategorized
29-JAN-16, FRI 1:01PM
In the latest episode of #BigMetalBird, see
how we take on inflight dining. Appetites
required.
17-MAR-16, THU 11:30AM
Head to Ireland for your next trip and make
your friends green with envy.
ENGMT. LIKES COMMENTS SHARES SENTIMENT
945 3,830 657 914 Positive
ENGMT. LIKES COMMENTS SHARES SENTIMENT
886 3,496 354 703 Uncategorized
NO IMAGE NO IMAGE NO IMAGE

87. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20
0 100 200 300 400 500 600 700
Photos
Links
Videos
Plain Text
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

88. Top Keywords Used Frequency
time 1515
customer service 1217
hours 1102
United Airlines 922
airline 855
User Posts
0
20
40
60
80
100
120
140
160
180
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

89. United Airlines responded to 3,337 conversations generated by
the 6,540 Posts fans published.
United Airlines appears to participate more when Fan
conversations have greater negative vibes than positive.
User Posts - Engagement
Brand Responses Sentiment
51%
49%
Brand Participation Brand Non Participation
26%
30%
44%
Posititve Negative Neutral

90. Most of United Airlines posts were around 'Others', and posts around 'Travel Destination Info' received the highest
engagement.
Content Intel
0 2 4 6 8 10 12 14 16 18 20
0 100 200 300 400 500 600 700
Brand News
Travel Destination Info
Announcements & Updates
Others
Like This/Engagement Oriented
Posts
Numberof Posts
Engagement Score
Engagement Score Number of Posts

91. In United Airlines Posts about Aviation, Travel Destination
Information posts received the highest engagement.
In United Airlines Posts about General Happenings, the category
On Sports received the highest engagement.
Content Intel
About Aviation About General Happenings
0 2 4 6 8
0 200 400 600
Travel Destination
Information
Travel Advice
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800
On Sports
Others
Festival/Greetings
Current Affairs
Numberof Posts
Engagement Score
Engagement Score Number of Posts

92. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 5 10
0 200 400 600 800
#GetTheStroop
#BigMetalBird
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 200 400 600 800 1000
#GetTheStroop
#BigMetalBird
#TravelTips
Numberof Posts
Engagement Score
Engagement Score Number of Posts

93. Analysis of
Virgin America
Facebook Page
Jan 01, 2016 - Mar 31, 2016

94. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
674,819 12,345 1.86%
United
States
Not Available
Virgin America

95. Engagement Score Total Fan Posts
98 461
Total Posts Brand Response Rate
162 40.13%
Total Likes Avg. Reply Time
26,524 43 mins
Total Comments General Sentiment
3,349 Neutral
Total Shares
3,323
Most Engaging Content Type
Announcements & Updates
Least Engaging Content Type
Frequent Flyer Programs
Most Prolific Content Type
Airfare Deals
Most Engaging Campaign
#GoldenBirthday
Most Recent Campaign
#RockyMountainFly
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

96. 656K
658K
660K
662K
664K
666K
668K
670K
672K
674K
676K
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb19-Feb26-Feb 4-Mar 11-
Mar
18-
Mar
25-
Mar
Fan Growth
Total Fans
674,819
New Fans
12,345

97. Engagement
0
250
500
750
1,000
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
Virgin America had an average engagement score of 98 and a highest of 758.

98. Community Analysis
Virgin America fans are largely from United States followed by India.
Distributionof Fans
0K 100K 200K 300K 400K 500K 600K
United States
India
United Kingdom
Mexico
Egypt
Canada
Australia
Pakistan
Philippines

99. 0
1
2
3
4
5
6
7
8
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
restrictions 41
Book 27
fares 26
chance 18
March 18

100. 15%
85%
Brand Participation Brand Non Participation
68%2%
30%
Posititve Negative Neutral
Brand Posts - Engagement
Virgin America responded to 25 conversations generated by the
162 Posts they published.
Virgin America receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

101. Most Engaging Brand Posts
02-FEB-16,TUE 12:17PM
#NowBoarding Los Angeles International
Airport (LAX) Fares from $169 one way
(restrictionsapply). ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
931 827 647 812 Positive
31-MAR-16, THU 9:01AM
New look, same great mood-lit taste.
Introducing our new logo. #DeepVX
26-JAN-16, TUE 12:30PM
3-Day SPRING SALE: Fares from $39 one
way
(restrictionsapply).
http://vgn.am/6185BkvOUBook by Janu ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
586 375 162 288 Uncategorized
ENGMT. LIKES COMMENTS SHARES SENTIMENT
388 510 112 117 Positive
NO IMAGE NO IMAGE NO IMAGE

102. Brand Posts - Analysis
Brand Post Types Days of the week
0 50 100 150
0 50 100 150 200
Videos
Photos
Plain Text
Links
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40
0 50 100 150 200 250
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Numberof Posts
Engagement Score
Engagement Score Number of Posts

103. Top Keywords Used Frequency
Virgin America 233
flight 139
airline 93
service 78
customer 68
User Posts
0
5
10
15
20
25
30
35
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar
Positive Neutral Negative

104. Virgin America responded to 185 conversations generated by the
461 Posts fans published.
Virgin America appears to participate more when Fan
conversations have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
40%
60%
Brand Participation Brand Non Participation
38%
17%
45%
Posititve Negative Neutral

105. Most of Virgin America posts were around 'Airfare Deals', and posts around 'Announcements & Updates' received the highest
engagement.
Content Intel
0 5 10 15 20 25
0 50 100 150 200 250 300 350
Brand News
Travel Destination Info
Announcements & Updates
Others
Festive Offer
Event
Frequent Flyer Programs
Corporate Social Responsibility
Contest or Sweepstakes
Question
Airfare Deals
Like This/Engagement Oriented Posts
Number of Posts
Engagement Score
Engagement Score Number of Posts

106. In Virgin America Posts about General Happenings, the category Festival/Greetingsreceived the highest engagement.
Content Intel
About General Happenings
0 2 4 6 8 10 12 14
0 20 40 60 80 100 120 140
Others
Question
Entertainment
Festival/Greetings
Current Affairs
Numberof Posts
Engagement Score
Engagement Score Number of Posts

107. Campaign Intel – 3 most recent campaigns
Jan01, 2016 - Mar 31, 2016 Entire Campaign
0 2 4 6 8
0 50 100 150
#RockyMountainFly
30% off SFO-DEN fares
#TheFreddies
Numberof Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 50 100 150
#RockyMountainFly
30% off SFO-DEN fares
#TheFreddies
Numberof Posts
Engagement Score
Engagement Score Number of Posts

108. Thanks!
Pleasecontact us atNotJustNumbers@unmetric.com formoreinformation.