Air Canada vs. Delta Airlines on Twitter

Zixuan Liang

How often does each brand post?

Air Canada is highly active on Twitter and posts most of its content on weekdays. On a daily basis, the company can tweet 3 – 5 times. Since February 9, 2017, the company has increased its content on Twitter due to its 80^th anniversary. Delta Airlines has a higher activity on Twitter than Air Canada. The company is active both on weekdays and weekends. Besides, the company can post up to 6 tweets each day.

What content does each brand post?

Air Canada posts much content on Twitter in the form of pictures and videos. The information posted focuses mainly on the services provided by the company. For example, new services, travel routes and latest activities ("Air Canada (@AirCanada) | Twitter," 2017).

Delta Airlines posts its latest activities using pictures and videos. For example, the most recent post shows how the company supports Kelsea Ballerin for the GRAMMY Awards ("Delta (@Delta) | Twitter", 2017). Then, some of the content shows the best travel destinations for the airline.

Does each brand use 50/50 rule?

Air Canada does not apply 50/50 rule. Most of the content posted describes the company and services provided.

Delta Airlines uses the 50/50 rule. Half of the content posted describes the airline and its operations. The remaining posts focus on other issues such as nature, celebrities, and the general society.

Keywords used by either brand

Keywords employed by Air Canada are “diversity”, “fly the flag” and “landscape”. Delta Airline uses “proud”, “support” and “system” as keywords in the posts.

Which are the most successful recent posts?

Air Canada posted s successful video on February 9, 2017. The two-minute video shows the company celebrating its 80^th anniversary where it honors diversity and heritage. The video has 204 tweets and 341 likes.

Delta Airlines posted a successful video on February 8, 2017. The video demonstrates Delta’s support for Lucas Graham, a first-time GRAMMY Awards nominee. The video has 171 tweets and 735 likes. 

Why are these posts successful?

The post by Air Canada informs customers about the success the company has achieved for the past 80 years. Thus, it is marketing and promotion strategy the company uses to attract many customers. According to Grégoire et al. (2015), posts on social media such as Twitter provides customers with adequate information on the company’s operations, hence attracting many of them.

Delta Airlines uses the video to promote its brand. Increasing awareness of its brand makes it easy to attract customers from all parts of the world (Gunarathne et al., 2015). According to Wan and Gao (2015), Delta Airlines engages its consumers through Twitter to promote its brand.