Social Media Strategy Review: Jet Airways

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction:

Jet Airways is the second largest Indian airline based in Mumbai, Maharashtra, both, in terms of market share and passengers carried. It operates over 400 flights daily to 76 destinations worldwide.

Overall Strategy:

I really appreciate the overall Social Media Strategy of Jet Airways. Let's have a quick overview, shall we? It has a strong Facebook Presence with over 1 million Fans on Facebook. It is also present on Twitter, YouTube, LinkedIn, Pinterest, Foursquare and even Flickr.

Source: Simplify360 – A Social Media Analytics Tool

Platform-wise Strategy

Facebook:

Jet Airways has a huge Fan base coupled with really good content on Facebook. Of course  Social Media is not just about having a huge fanbase, but they have been doing a commendable job at engaging them. However, these fans engaged are only  3% of their total Fan base, I think they can still improve their engagement rate.

Source: Simplify360 – A Social Media Analytics Tool

I am really impressed with their engaging content strategy. They have been updating interactive updates on their Facebook page, and they earn a good response thanks to the huge community. However, a fan is NOT allowed to post anything on the page wall of Jet Airways. This has disappointed me.

Source: Simplify360 – A Social Media Analytics Tool

Jet Airways is not only engaging their Fans, but utilizing Social Media effectively to earn good conversion rates. This Facebook application redirects traffic to the website. It furnishes users with important information, helps them with online booking, web check-in  special offers, flight Status, etc.

Twitter:

Twitter too is handled quite well the Jet Airways Social Media folks. It is leveraged to communicate instantaneously and energetically to new and existing customers. Customer Service, promotion, branding has been done effectively done using Twitter.

@cbpcb We trust your health is better now. Thanks for the compliments. We'll surely pass them on to the team :)

— Jet Airways (@jetairways) March 21, 2013

Source: Simplify360 – A Social Media Analytics Tool

In fact most of the conversations around the the brand are sourced from Twitter.

YouTube:

The YouTube channel of Jet Airways has about 25 videos It has been boosting its YouTube presence with content like in flight safety, on board facilities, shopping etc.

Flickr and Pinterest

Yes, it is one of the very few brands who have a Flickr presence too! It comprises of photo streams such as inaugurations, celebrations, etc.

Having a presence is not enough. I feel it can optimize its Flickr Presence with associated descriptions, titles, photo tags and sets. This would help the images appear in relevant search engine results.

I like their collection of boards on Pinterest. Jet Airways also has a strong LinkedIn presence!

FOURSQUARE:

Being in Travel industry, they have been utilizing Foursquare, the king of location, at its best to leave helpful tips on various holiday destinations. It reflects Jet Airways growing authority and provides value to users.

Competitor's Analysis:

Indigo has a very small community as compared to Jet Airways. Its Facebook page comprises of only brand related content. I could hardly find any generic content on its Facebook Page.  As compared to JetAirways, Indigo has a mediocre strategy.

I couldn't find IndiGO's Twitter presence.

Comments on Strategy:

Although Jet Airways has worked really hard to build a great community around itself, it has been facing in online crisis because of an accidental demise of a passenger's pet cat. Read the whole story here.

Jet has not been spared by the online community. People have been talking about it on and on, and they have been condemning Jet for the incident. The news spread like a wild fire. Jet Airways did not reply instantly with a public apology and it went viral. (I agree that every brand has a set of policies and guidelines and a lengthy procedure to follow. Several facts have to be verified before an official statement) But Kudos to the team for responding as soon as they could. (within 24 hours)

Feedback on Strategy:

In a nutshell, I loved the overall Social Media Strategy of Jet Airways! They have built a strong online presence across many platforms. Its been doing a great job and this is reflected in their overall online sentiments!

They will still have to work on the online crisis and respond as fast as they can to all the embarrassing questions in the online space.

Source: Simplify360 – A Social Media Analytics Tool