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 80th 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.
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.
