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Which holiday brands interact most on social media?


By The Drum Team | Editorial

July 4, 2010 | 2 min read

SEO and PPC consulting and technology firm Greenlight has produced an indepth analysis into the most visible holiday websites and advertisers in Google search, scrutinising the most important search terms, trends and benchmarking data for holiday providers.

The Greenlight report gives a vital insight into the size of potential audiences and the top performing companies. Here we look at its findings for the holiday sector's most interactive brands on social media.

People constantly engage in conversation about brands and products, whether it is at home, at work or socializing with friends. The internet has changed the role, pace and place of conversations and Facebook and Twitter have become two of the most powerful outlets. These sites have become the perfect medium for consumers and commentators to elevate discussions, amplify views and give brands both positive and negative visibility.

To gauge social media interaction with brands, we have monitored the Facebook and Twitter accounts of the top 15 brands in our integrated league table (see page 19 of full report) in order to assess how many 'fans' and 'followers' each has. The table below ranks brands based on the cumulative value of their 'fans' and 'followers', a score which we have termed Social Media Popularity Index (SMPI).It further analyses the proactivity of brands by considering the number of 'posts' and 'tweets' brands produced for consumers to interact with in May.

Integrated League Table

LastMinute was the most followed brand in social media, with a combined following of over 77,000 on Facebook and Twitter. LowCostHolidays was the most interactive brand, as it cumulatively produced 129 'posts' and 'tweets' in April. Content in these posts comprised of news feeds, links to special offers on its website and promotions which included picture albums for consumers to browse through. By contrast, HolidayHypermarket had a combined following of over 1,000 on Facebook and Twitter, yet it did not produce a single post in May, and therefore it missed out on vital interaction with social media consumers. Various holidays brands have more established social media networks for other countries; for example, ThomasCook has a Facebook page for France (with 524 followers), yet it does not currently have an active account for the UK.

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