WestJet vs Cathay Pacific on Facebook

Harveen Ghumaan

How often does each Airline company post?

WestJet is very active on Facebook. WestJet posts almost every day. On WestJet’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) WestJet posts around 5 times a week. They may skip 1 weekday to post depending on the amount of events and sales they could be promoting. On the weekends, WestJet is less active, posting around once over the 2 day period.

Cathay Pacific is also quite active on Facebook. Cathay Pacific posts almost every day too. On Cathay Pacific’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) Cathay Pacific posts around 4-5 times a week. Alike WestJet, they usually skip 1 weekday to post. Sometimes, Cathay Pacific posts 2 times in 1 day. Also, WestJet was still posting during the dates December 25^th- December 30^th. WestJet posted about 3 times during this period. Whereas, Cathay Pacific didn’t post after December 25^th until December 30^th. I feel they should have posted and advertised since people get holidays at this time of year and could potentially plane a trip.

What kind of content does each Airline company post?

WestJet posts a lot of different content on their main Facebook page. Their content ranges from sales, promotions, weather advisories, travel advisories, destination wedding ideas, flight schedules, office views from inside the plane, plane takeoff & departure shots, trips, birthday ideas, airport incidents, and wishes! These posts are conveyed through images and videos.

On the other hand, Cathay Pacific’s posts are much different in comparison to WestJet’s. On Cathay Pacific’s main Facebook page their posts consist a mix of promotions on how to earn more or double Asia miles, wishes, trips, sales, good news, Marco Polo & Diamond and Gold Cub benefits, challenges/contests, charities/donations, and plane takeoff shots. Alike WestJet posts, Cathay Pacific also shares their content through images and videos.

Does each Airline company use the 50/50 rule?

WestJet promotes its audience to answer back to some of their ideas. For example, they post destination wedding ideas, holiday ideas, and birthday ideas. With this, they post a question asking their audience what they think or feel about it.

Cathay Pacific promotes challenges, contents, and quizzes to earn and win prizes. Their fans can win things like a limited edition Year of the Rooster collectible or a Cathay Pacific power bank, and more! Also, they post picture of their destinations and question their audiences what they feel about the destination?

           

Keyword sentences used by either Airline company

WestJet uses keywords sentences in their Facebook posts like: “Lowest fares can be found for travel on Tuesdays and Wednesdays”, “Sale now”, and “Get away”.

Cathay Pacific uses keywords sentences on their Facebook posts like: “Good news!”, “Seat sales”, and “Dream Destination (Quiz)”.

Which are the most successful recent posts?

The most successful recent WestJet post was on January 28, 2017 at 9:35am. It has 1,576 likes, 29, 796 shares, and 5,151 comments. The post was a Travel Advisory.

The most successful recent Cathay Pacific post was on January 17, 2017 at 12:00pm. It has 1,539 likes, 62 shares, and 29 comments. The post was a “Good news!” post declaring that they’re increasing their Toronto flights to twice a day, summer 2017.

Why are these posts successful?

The WestJet post was successful because WestJet clients and fans were aware of travelling rules and regulations. This post showed how WestJet is in check with current traveling requirements. A lot of their clients and fans shared this post due to being against Donald Trump’s decision and to show their hate towards him. A lot of people also shared this to show their support against this unfair decision that the President of America has made.

The Cathay Pacific post was successful because Cathay Pacific clients and fans received a summer vibe from it. Also, many of the clients and fans were happy to hear this news as it gives them more choices and flexibility as to which day they would like to fly. Consumers love to have more freedom and choices.