Andy Pilkington's recent articles
Virgin Atlantic increase positivity on Facebook by highlighting favourable comments
Virgin Atlantic show that strategic highlighting of positive consumer discussion can in turn drive more consumer positivity.
Facebook’s timeline has been a compulsory feature of brand pages for some months now and while the debate over its functionality still rages on amongst marketers and consumers, brands are finding increasingly innovative ways to use the feature. Many brands already “highlight” some of their most important posts, allowing them to become wider and more visible on their timeline. Virgin Atlantic go further, and highlight positive consumer posts to increase the visibility of positive discussion and drive fans to share their positive experiences.
Analysis of response rates to highlighted consumer posts on Virgin Atlantic’s page shows they receive a higher response rate than un-highlighted posts on the page. This suggests highlighted positive posts are not only receiving more attention, but are also driving more fan-to-fan discussion. While both Virgin Atlantic and Singapore Airlines receive a good proportion of negative posts, Virgin Atlantic’s highlighting of positive consumer experiences means positive buzz is more visible. This in turn encourages more responses form other consumers, who continue to share their positive experiences of the airline.
Highlighted consumer posts on the Virgin page receive more consumer responses on average, suggesting they are more visible to fans:
- Highlighted consumer posts generally receive more engagement from other fans: Although some highlighted and un-highlighted posts remain without comments, highlighted consumer posts receive a noticeably higher than average rate of response. This suggests the posts receive more readership and that positive brand experiences are being spread wider
While both airlines receive a fair amount of negative discussion, highlighted threads and their associated responses are almost exclusively positive:
- Virgin Atlantic chose positive posts to highlight, making any negative buzz less visible: This is turn encourages more positivity from consumers, who share similar positive experiences and build on the upbeat nature of discussion