Using social media listening technique for monitoring people's mentions from social media: A case study of Thai airline industry

Since the rise of low-cost airline, air transportation has become one of the most popular trends in travelling over the world. This factor makes the competition in airline industry very intense. From airline market report, it showed that the revenue growth rate in the airline industry has been increasing over 30% in the last few years. For this reason, many airline brands seek for good strategies to gain more passengers. The majority of strategies in airline market is focusing on people feeling towards brands. Monitoring people's mentions and questions on social media have consequently become an essential issue that need to be taken into an account. This makes social media listening has been one of the most powerful techniques to seek what people mention. This paper proposed the methodology to identify and access what is being said about the airline brands on social media. The proposed technique is based on the integration of real-time collecting people's conversations and social media monitoring techniques. The results showed that the number of mentions has changed over period of time depending on information or news posted by airline business. The majority of conversations can be categorized into four main types: question, complaint, mention and compliment. The contribution of this research is to support airline management team to monitor what people's questions and mentions real time in order to improve the performance of response management and stop diffusing a potential crisis before it hits mainstream social media.