Skift Take
Interestingly, when you look at the best performing travel brands on social media as measured by Skift Score, none of the top 20 use Hootsuite for the majority of their activity.
Reaching current and future customers on Twitter is of primary concern to most travel brands, but there's no one set formula for success.
Yesterday we rolled out an update to SkiftIQ that added a number of new features. We also gave it a bit of facelift to bring it in line with our redesign we began rolling out in mid-January.
One of the features we added is the ability to see what tools travel brands are using when they post content to Twitter. Twitter clients, like Hootsuite or TweetDeck, allow brands to schedule tweets in advance, set up rules that allow for sharing information across groups, and monitor trending topics.
In addition to these more advanced tools, brands also post to Twitter though updates from other social sites like Pinterest or Facebook, apps on iPhones and Android devices, and Twitter.com, too.
We thought it would be interesting to see who's using what clients, so we did a dive into SkiftIQ to sort through the last 1,000 tweets of every travel brand.
Some highlights:
When you add up all the activity in each of our eleven sectors, Hootsuite is the most-used client by volume in nine of those.
Only in Airlines and Influencers is Hootsuite relegated to second place, behind the Twitter website and TweetDeck, respectively.
Twitter for iPhone
