Southwest Airlines Social Media Audit
By: Mackenzie Henke
Southwest Airlines
Southwest Airlines is a very reputable company and has obtained positive feedback and reviews over the years in order to make a name for itself as one of the top airlines. With a large following across all social media platforms, they have been able to connect with their audience in digital ways to spread awareness of the company outside of just those who are flying/traveling. The social media audit completed briefly analyzes the ways in which Southwest has achieved success and reviews the ways in which the airline generates content in order to drive digital traffic.
Southwest is very active on Instagram, accumulating a total of 962,000 followers. Just short of 1 million, they have been able to obtain this large following by staying up to date with the trends and posting relatable content for their followers. The account consistently posts memes, understandable reels, news stories/content regarding the airlines, and giveaways. Their latest post shares a giveaway experience in which the winner would be able to win a spot on a Southwest flight in order to experience a solar eclipse while flying. To add to the sweepstakes, winners will also receive a one-night stay at a hotel in the departure and destination city. Overall, Southwest has been able to build a valid Instagram presence by staying active and showing their dedication to putting the needs/wants of their customers first.
Southwest Airlines is equally as active and popular-if not more- on their Facebook account. With 6.1 million followers total, they are very consistent; posting almost every single day. Their Facebook contains similar content to their Instagram, posting lighthearted stories involving Southwest, relatable memes, and ‘partnerships’ that Southwest participates in. For example, in their latest post; they teamed up with NHL players from the San Jose Sharks and had them experience working the runway for a day. Content like this boosts their following and gets the audience engaged as it attracts sports fans and touches a much larger fan base.
Additionally, Southwest’s twitter is their second largest platform; slightly trailing Facebook with a total of 2.1 million followers. Their posts generate a lot of engagement and they are very good at replying to customers; whether it be addressing comments/concerns or simply giving positive replies to those who have shared Southwest pictures. They seem to keep up with the trends on this platform as well, posting funny/lighthearted content and addressing each holiday. For example, for Christmas they posted a series of posts following along with the ‘Twas a night before Christmas’ trend. Their latest post promotes a 40% discount that they are offering, which encourages customers to follow and interact with their Twitter account to make sure they don’t miss these promotions.
TikTok
Lastly, Southwest Airline’s TikTok account is equally as active and engaging with their customers; but it has the least amount of followers. With 305.9K followers, it trails the other social media platforms but posts very similar content. They have a handful of viral videos, with one of their posts accumulating a total of 26M views and almost 5M likes. Something that they tend to do is post the same content across all of their social media platforms. Adjusting the content specifically to each platform could give some unique characteristics and draw in a larger audience.
Overall, Southwest Airlines has become one of the most popular airlines and has earned their respect and positive reputation through their dedication to putting their customers first. Their hard work and positive reviews are evident through their social media platforms.