Analysis of LOT Polish Airlines and Qatar Airways profiles on Facebook

LOT Polish Airlines on Facebook

LOT does its posts four times per week on average. They touch on diversified topics staying close to 50/50 rule. Most of their entries have a promotional and how-to nature (examples below).

Promotion – keyword: battle of cities/places I How-to – keyword: how to say/pronounce in polish

                             

                                 
      

(2016, facebook.com/LOT)                                        (2016, facebook.com/LOT)

The most successful post, 134 likes was a note about MCC training on the highest-tech simulator in Poland during the final stages of pilots’ recreation process. It looks like that it is interesting to people to know about high tech pilots’ simulator. The LOT profile is liked by 166k people. The average post is liked 54 times, shared and commented 4 times.

 Qatar Airways on Facebook

Qatar Airways posts news three times per week on average. Their notes are just about their own company, so they do not follow the 50/50 rule. All of their publications have a promotional nature (example below).

Keywords used: flights to… on the board …

(2016, facebook.com/qatarairways)

The most successful post, 31 000 likes was a message about first QAs’ plane who flew to Australia to Adelaide. It seems that people are interesting in flying to the Kangaroo and Koala continent. The Qatar Airways profile is liked by a big number of 11,5M people. The average post is liked 8446 times, shared 456 times and commented 194 times.

 Comparison between both ones

At first glance without any detail analysis one can see a huge difference in traffic between the above described two profiles. In the last 25 posts QA recorded 156 times more hit like button than LOT, 124 times shares and 52 times comments. It is interesting that Qatar Airways has millions of funs, even though they talk only about themselves and consequently do not follow the 50/50 rule. The most successful posts regarded different topics. QA raised a big interest of its funs describing a new connection to Australia, while LOT’s story about pilots training was the most popular on their Facebook account.