Turkish Airlines has been ranked third on Sprinklr’s 2014 social media “boom” list, for its overall performance in social media this year.
The carrier outperformed other brands analysed by the social media management software company, which used data compiled from 35,000 brands and 26 industries across Facebook, Twitter, Instagram, YouTube, LinkedIn and Google+.
Unlike companies noted on Sprinklr’s “bust” list, Turkish Airlines has successfully “boomed” in its efforts to engage customers via social media in 2014.
The carrier used footballers Lionel Messi and Didier Drogba as part of its marketing.
Temel Kotil, chief executive, said: “We are thrilled that our hard work to better connect with and serve travellers is being recognized.
“Through mediums such as social media, we are able to effectively meet the ever-changing needs of our growing global customer base.
“As the marketplace further evolves in the digital realm, we fully intend to stay ahead of the curve and keep delivering our world-renowned customer service to people everywhere.”
While Turkish Airlines made the No. 3 spot on the ‘boom’ list, American Airlines was No. 1 on the ‘bust’ list.
Sprinklr’s data found that between the first and fourth quarter of the year, Turkish Airlines’ social score increased by 731.5 points while American Airlines’ dipped a negative 1,079.4 points.
Metrics like engagement, number of posts, satisfaction and passion were used to measure the brands’ social success.