Air Canada vs. Delta Airlines on Facebook

Zixuan Liang

How often does each brand post?

Air Canada actively uses Facebook to post most of its information. The company posts content on weekdays (Monday to Friday). Each day, the company makes 2 – 4 posts. However, on weekends, Air Canada is less actively because it does not give any updates on Facebook. For example, the company did not post any information on Saturday, February 11, 2017.

Delta Airlines is more active than Air Canada on Facebook. The company posts content both on weekdays and weekend. On a daily basis, the company makes 3 – 6 posts. However, the company has had fewer activities on Facebook from Tuesday, February 7, 2017 – Thursday, February 9, 2017. According to Minazzi (2014), Delta Airlines is among the companies in the tourism industry that market their services on social media.

Which content does each brand post?

Air Canada focuses mainly on advertising and promoting the airline (Hanke, 2016). 90% of its content consists of the nature of its services, newly identified destination and new changes in its aircraft or flight schedules. Ideally, the content markets the airline as the most secure ("Security Check Required", 2017). The company uses both pictures and videos in its posts.

Likewise, Delta Airline posts content that advertises the efficiency of its services. The content shows how the airline has enabled many young people to achieve their dreams. Some of the posts also show how crew members are highly ambitious to deliver quality and timely services to customers. The company uses mostly videos to market itself.

Does each brand use 50/50 rule?

Air Canada does not use 50/50 rule because most of the content focuses on its services and destinations.

Delta Airline applies the 50/50 rule by posting half of the content related to its business strategy and services. The remaining posts focus on nature and the society, for example, the airline describes how it has leads people to apply their dreams on time.

Keywords used by either brand

Air Canada uses keywords such as “diversity”, “fly the flag” and “livery”. Delta Airline uses terms such as “Delta” and “systems”.

Which are the most successful recent posts?

Air Canada made it most successful post on February 11, 2017. The video, which demonstrates achievements made by the airline on its 80^th anniversary, has more than 801,000 views and comments.

Delta Airlines made a successful post on February 9, 2017, when it posted a video showing its support for Lucas Graham, a first-time nominee for GRAMMY awards. The video attracted 1 million views, likes, and comments.

Why are these posts successful?

Air Canada gained success from its post because it attracted many customers who had an interest in learning its operations. On the other hand, Delta Airline succeeded in its post because the video promoted its brand worldwide.