Evaluating the Use of Facebook Post During the Month of December by Airline Companies; American Airlines, Delta, and Southwest Airlines

Abstract

Many companies in the airline industry use social media in hopes to come in contact with potential customers whom they will provide services for. The objective of our research is to seek and analyze information regarding the top U.S. airlines Facebook pages, such as American Airlines, United, and Southwest airlines, to see how each one uses different promotional strategies to increase potential future customers as well as interact with them. There is a correlation between the amount of Facebook posts, likes, replies, and the number of potential customers each airline has as a follower on Facebook. To research the reach of Facebook posts, a content analysis will be conducted. This analysis will provide information on how frequently posts are created on each airlines Facebook page and the average amount of interactions on each post. Results show and compare how these three top airlines are able to use strategies to promote sales throughout the holiday season. Furthermore, it offers and provides great strategies for companies to consider implementing into their social media policies and strategies during the holiday season to promote sales. The Facebook pages for each of these airlines has millions of followers. American Airline has 2.4 million, Delta has 3.1 million, and Southwest Airlines has approximately 6 million followers.