As Twitter adoption travels from the left to the right of Rogers’Diffusion of InnovationsBell Curve, mainstream consumer behavior gathers momentum, manifesting into influential and telling market indicators. This invaluable behavior and sentiment eventually becomes deafening and without actively monitoring and analyzing this movement, we miss opportunities to learn, grow, and help.

    We need a prescribed lens into the real-time thoughts, observations, and experiences of real people, unfiltered, to make informed decisions and both lead and evolve along with our markets.

    As I recentlyshared, a newstudyindicated that 20 percent of tweets published on Twitter are actually invitations for product information, answers or responses from peers or directly by brand representatives.

    Consumers are now brand stakeholders and as such, it is our responsibility to listen, learn and adapt.

    Airline Hotlist August 2009
    brought to you byPeopleBrowsrandBrian Solis

    In August 2009, consumers continued to take to Twitter to share their experiences and feelings tied to their favorite and least favorite airlines. Many of the airlines did indeed pay attention, with some engaging directly in the public timeline.

    The Players

    For the month of August 2009, we monitored the inbound and outbound activity related to 14 airlines.

    The players included:

    @aloha_airlines (airline defunct, but the aloha spirit lives on)
    @deltaairlines (Inactive as of July 2009)
    @frontierstorm (Inactive as of July 2009)
    Northwest Airlines (Appears inactive)
    @usairways (established, but essentially inactive)

    Total Followers

    Airline follower count was reflective of participation and also outside promotion of the Twitter account in other mediums. Jetblue led the fleet with over 1.2 million followers with Southwest followed in second place with roughly 640,000. The top two accounts accounted for more followers than the other players accounted for combined. The distance between the rank of second and third place was vast at over 600,000. United Airlines trailed distantly with 34,000 followers, but Virgin America followed close behind in fourth position with almost 32,000.

    It is fascinating to see Aloha airlines retain a solid group of dedicated followers even though the airline shut down in 2008.

    @jetblue = 1,223,459
    @southwestair = 644,533
    @unitedairlines = 34,307
    @virginamerica = 31,644
    @aairwaves = 13,684
    @alaskaair = 12,240
    @deltaairlines = 11,916
    @spiritairlines = 8,179
    @flyhawaiian = 4,374
    @continental = 3,779
    @usairways = 2,580
    @aloha_airlines = 807
    @frontierstorm = 804

    Total Following

    We chose to add “following” data as the spirit of Twitter is represented through reciprocation and recognition. Many consumers look at this number as a reflection of a brand’s true commitment to community.

    Again, Jetblue ranked at the top of the list by following over 117,000. This represents a follower to following ratio of 10:1. Virgin America jumped to the second spot on the following list with just over 16,500. Southwest earned third with 8,800 individuals followed. Spirit Airlines checked in towards the bottom of the list following only one individual @spirit_helper (manager of customer relations for Spirit). Spirit followed one more than US Airways, which checked in at zero. However, it should go noted that the account is basically idle.

    @jetblue = 117,444
    @virginamerica = 16,522
    @southwestair = 8,820
    @alaskaair = 6,580
    @flyhawaiian = 1,602
    @aairwaves = 1,419
    @unitedairlines = 1,249
    @deltaairlines = 234
    @aloha_airlines = 56
    @continental = 53
    @frontierstorm = 7
    @spiritairlines = 1
    @usairways = 0

    Total Tweets

    In Social Media, participation counts for everything. It demonstrates willingness to interact with peers and customers, symbolizes intent, and expresses purpose.

    Published tweets were extremely low across the board with Southwest ranking on top way at an average of 7.1 tweets per day for a total of 213. Jetblue took second with 108 tweets. American checked-in with 95 tweets for third. With 76, Virgin America followed closely behind, landing in the fourth spot. American locked the third position with 95 tweets. On the opposite end of the spectrum Skywest sent one tweet, one of only two tweets to its credit. The first alerted us that the company was “setting up twitter page” the second simply said “hi.”

    @southwestair = 213
    @jetblue = 108
    @aairwaves = 95
    @virginamerica = 76
    @alaskaair = 65
    @continental = 52
    @unitedairlines = 40
    @aloha_airlines = 31
    @spiritairlines = 25
    @flyhawaiian =14

    Share of Voice: Total Tweets @airlines

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    The tweets aimed at individual airlines serve as the conversations that beckon and govern interaction. Many tweets reach the desktops of brand managers, while a significant portion of tweets fell upon deaf ears – otherwise known as inactive accounts. An interesting observation is the fusion of demographics and psychographics represented by the individuals who are active on Twitter and which brands they use and discuss in public.

    American earned the largest share of voice with 6,180 tweets. Southwest closely followed with roughly 5,428 tweets. Although inactive on Twitter, US Airways ranked third for share of voice raking in almost 5,000 @ tweets. Jetblue trailed with 4,084.

    @aairwaves = 6,180
    @southwestair = 5,428
    @usairways = 4,712 (inactive account)
    @jetblue = 4,084
    @virginamerica = 2,144
    @unitedairlines = 3,356
    @deltaairlines = 2,560 (inactive account)
    @continental = 1,372
    @alaskaair = 1,220
    @frontierstorm = 832 (inactive account)
    @flyhawaiian = 504


    The opinions and emotions voiced in public reflect upon the brand and its stature. As such, sentiment is a critical indicator that communicates the state of the brand, industry, and overall consumer satisfaction levels. Indeed many monitoring tools provide the ability to analyze sentiment, but what we’re about to show you is that there’s a difference between automated sentiment analysis and hand-curated sentiment analysis. In general, tweets are mostly positive, but notice how the ratio between negative and positive shifts after applying a human touch.


    Before Human Sorting
    Positive: 720
    Negative: 160
    Total: 6,196

    After Human Sorting
    Positive: 1,816
    Negative: 712
    Total: 6,180


    Before Human Sorting
    Positive: 144
    Negative: 24
    Total: 1,228

    After Human Sorting
    Positive: 484
    Negative: 100
    Total: 1,220


    Before Human Sorting
    Positive: 112
    Negative: 68
    Total: 1,376

    After Human Sorting
    Positive: 464
    Negative: 332
    Total: 1,372


    Before Human Sorting
    Positive: 292
    Negative: 180
    Total: 2,580

    After Human Sorting

    Positive: 872
    Negative: 680
    Total: 2,560


    Before Human Sorting
    Positive: 472
    Negative: 88
    Total: 4,104

    After Human Sorting
    Positive: 1,840
    Negative: 192
    Total: 4,084


    Before Human Sorting
    Positive: 40
    Negative: 8
    Total: 516

    After Human Sorting
    Positive: 220
    Negative: 44
    Total: 504


    Before Human Sorting
    Positive: 40
    Negative: 12
    Total: 832

    After Human Sorting

    Positive: 324
    Negative: 92
    Total: 832

    @NorthWestAir (Account gone)

    Before Human Sorting
    Positive: 48
    Negative: 12
    Total: 1,664

    After Human Sorting
    Positive: 272
    Negative: 172
    Total: 1,652


    Before Human Sorting
    Positive: 700
    Negative: 112
    Total: 6,456

    After Human Sorting
    Positive: 2,976
    Negative: 648
    Total: 6,428


    Before Human Sorting
    Positive: 364
    Negative: 160
    Total: 3,364

    After Human Sorting

    Positive: 896
    Negative: 796
    Total: 3,356


    Before Human Sorting
    Positive: 320
    Negative: 168
    Total: 4,724

    After Human Sorting

    Positive: 1,176
    Negative: 1,084
    Total: 4,712


    Before Human Sorting
    Positive: 468
    Negative: 68
    Total: 2,148

    After Human Sorting
    Positive: 1,104
    Negative: 176
    Total: 2,144

    Positive Sentiment Keywords (Source:Dolores Labs)

    Top 10 Frequently Used Words:


    Negative Sentiment Keywords

    Top 10 Frequently Used Words


    For more information, please contact me at brian (at) peoplebrowsr [dot] com

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