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Sunwing Airlines' Social Media Strategy

Analysing the Strength of Sunwing Airlines' Social Media Outlets

Sunwing Airlines is a Canadian owned Airline company who is relatively new to the airline industry. Although they are only 10 years old Sunwing Airlines, also commonly referred to as Sunwing Vacations, the company can be found on a variety of social media platforms. Although present on these outlets:

• -        Facebook
• -        Twitter
• -        Instagram
• -        Youtube
• -        Sunwing Blog
• -        Pinterest
• -        Google+

Is the company using them effectively to communicate with existing and potential flyers? Let’s find out!

Sunwing (Sunwing Facebook Page, 2016)

Sunwing Vacations, Travel and Transportation BusinessFacebook Page is verified with 105,702 followers. The airline company makes a Facebook post 2-3 times a day each post each containing a minimum of one hashtag sometimes one post will have up to five hashtags. The airlines does a good job at applying the 50/50 rule on their timeline. Fifty percent of the content pertains to promotions, packages and content information Sunwing has to offer the remaining part of content is promoting the industry they are in, travel tips and vacation destinations. The Facebook page does lack interaction with followers though with very few likes, comments and shares.

Twitter (Sunwing Twitter, 2016)

With 14.9K followers on Twitter @SunWingVacay has 6,556 tweets in the 4 years. Although they are highly-active on this social media outlet Sunwing Airlines tends to be active in time bursts. In 1 hour the account retweeted 40 tweets (approx.) from consumers who @ mentioned the company or used a #hashtag that Sunwing has chosen for contests and promotions.

The airlines Instagram profile only has 3, 897 followers and under 300 posts. The company has irregular posts occurring one every two days or as spread out as only three post a week but sometimes more than one post a day. Although they have in consistent postings the brand does however make good use of incorporating hashtags into their posts. Ex) #sunwingmode

Sunwing Airlines had their own Youtube channel called SunWingTV in which they are posting regular weekly videos. Although the channel only has 2, 008 subscribers they have had 2, 758, 602 views. The channel displays videos of popular travel destinations, excursions, weddings, contest promotions and more.

So although Sunwing Airlines has a presence on a variety of social media outlets the company could improve the strategies used. They seem to have a strong Facebook strategy however their other social media outlets need to have more consistent and direct strategy to their postings. 

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.