British Airways’ Social Media Strategy

Analyzing the Strength of British Airways’ Social Media Outlets

British Airways, also known and common referred to as BA, is a widely used and trusted airlines in the United Kingdom. The large UK airlines is present and frequently uses a variety of social media channels to promote their name, promotions, connect with existing and potential passengers and compete with other airlines. British Airways currently uses the following outlets to do so;

• Facebook
• Twitter
• YouTube
• Instagram
• LinkedIn
• Google+

Although BA is present on the above social media outlets do they use them frequently and efficiently? Let’s find out.

With 2, 244, 708 likes on Facebook and an average of two posts per day it would seem that British Airways has their Facebook to a science. However when we analyse their post BA does not utilize the 50/50 rule. That being 50% of the content focused on their brand and the other 50% promoting their industry. Their page followers don’t seem to mind however as BA still continues to have a lot of engagement including, shares, likes and comments on all their posts. British Airways also takes the time and responds regularly to comments which most likely makes the consumers feel appreciated and therefore BA has gained their trust and loyalty.

British Airways’ Twitter Page (British Airways, 2016)

British Airways uses their Twitter account in similar ways as their Facebook. With 52.1K followers BA tweets twice a day with 100% of the content being geared to their own brand. However they do post about travel tips, site seeing, deals and contest in which their followers can participate in. Upside of Twitter is their posts do not get lost as easy amongst consumer news feed so BA is able to post shorter and quicker updates in regards to flights, weather and delays.

YouTube is an outlet in which British Airways could probably be more organized and consistent on. Their channel has 61, 692 subscribers and 439 videos ranging in duration from 16 seconds to 4 minutes. With up to 5 post per day BA can go one week with no uploads.

Last, @british_airways has 317K followers and 737 posts on their Instagram. All post, on average 2 daily are all consistent with those on their Facebook page. They have differentiated their Instagram from their other social media outlets as well those of their competitors as BA has introduced a hashtag in which individuals can use to get involved and reach out to British Airways.  #BACitySecrets

Instagram, Explore #BAcitysecrets (Instagram, 2016)

In conclusion British Airways has a strong social media presence on all their outlets. Their posts are consistent, frequent and relate to their brand. BA could utilize the 50/50 rule more and share more about their industry, travel, airlines other than that their strategy is well used and has been able to gain a large follower base on all their social media accounts.