WestJet vs Cathay Pacific on Twitter

Harvenn Ghumaan

How often does each Airline company post?

WestJet is highly active on Twitter, posting multiple times a day. On WestJet’s main Twitter page, during the cycle of a 7 day week (i.e. Monday - Sunday) WestJet posts around 4-5 times a day. On the weekends, WestJet is much less active on Twitter, as it only posts once or twice on one day out of the 2 days. WestJet has a total of 165K tweets.

Cathay Pacific is much less active on Twitter compared to WestJet. On Cathay Pacific’s main Twitter page, during the cycle of a 7 day week (i.e. Monday – Sunday) Cathay Pacific posts around 3-4 times a week and usually only once in that day. On the weekends, Cathay Pacific isn’t very much active. Rarely would they post once over the weekend(s). Cathay Pacific has a total of 2,730 tweets.

What kind of content does each Airline company post?

WestJet posts a variety of different content on their Twitter page. The content they post on Twitter is very much consistent and similar to their Facebook posts, often sharing the same information, just through a different media channel. The content includes: weather advisories, trip suggestions, in-flight views, trip snaps, sales, promotions, events, WestJet rewards program enhancements, in-flight experiences/opportunities, wishes, trip ideas and more! All the following posts are conveyed with the attachment of images or videos.

Cathay Pacific also posts a lot of different content on their Twitter page. The content they post on their Twitter page is very much consistent and similar to the content they post on their Facebook page. The content they post on Twitter consists of: sales, promotions, donations, wishes, trip/destination shots, Marco Polo Diamond and Gold Club perks, Dream Destination (Quiz) and more! The following posts and information is conveyed through images or videos.

Does each Airline company use the 50/50 rule?

WestJet promotes the ideas their Twitter followers share. So, WestJet asks questions relating to their destinations and trips. In return, they encourage their followers to share their opinion and thoughts on them.

Cathay Pacific promotes a lot of personal experiences and feelings connected to their destinations and trips. They post contests and challenges in which they can win prizes. For example, Cathay Pacific may ask its followers to share their 3 most enjoyed trips of the year to win something in the end. Loads of followers will participate and share their answers and have fun.

Keyword sentences used by either Airline company

WestJet uses many hashtag “#” lines in their Twitter posts. This includes: “#WestJet”, #Canada150”, “#WeLoveWinter”, and “#Explore Canada”.

Cathay Pacific also uses many hashtag “#” lines in their Twitter posts. Examples are: “#lifewelltravelled”, “#HKwelltravelled”, and “#HongKong”.

Which are the most successful recent posts?

The most successful recent WestJet tweet was on February 1^st, 2017. It got 45 retweets and 217 likes. The following tweet was promoting WestJet’s inflight entertainment which was brought by northern lights.

The most successful recent Cathay Pacific tweet was on January 16^th, 2017. It received 2 retweets and 6 likes. Unfortunately, it seems Cathay Pacific’s Twitter page doesn’t receive a lot of retweets or likes on its tweets.  The following tweet was promoting its Diamond & Gold Marco Polo Club perks.

Why are these posts successful?

The WestJet tweet promoting its inflight entertainment brought to them by the northern lights was a successful tweet because the clients inside the plane were stunned by the view outside the window. Other followers retweeted and liked the tweet for WestJet’s level of service and how it keeps its clients happy. They are always going above and beyond in order to provide the best service and flying experience(s). Many followers and fans were shocked and amused at seeing something so amazing, different and special take place during a flight.

The Cathay Pacific tweet promoting its Diamond & Gold Marco Polo Club perks was a more successful tweet compared to their other recent tweets because their more valued members were pleased to see more perks and benefits kicking in just for them!