Social media mentions and sentiment tracking automation

Purpose

1.1. Detect, monitor, and analyze real-time social media mentions and sentiment regarding airline brands, routes, services, and staff.
1.2. Aggregate results to feed stakeholder dashboards, initiate customer support resolution, and prompt marketing response.
1.3. Identify trends, emerging crises, and influential voices affecting brand perception.
1.4. Enable fast, data-driven engagement across owned and earned media.

Trigger Conditions

2.1. New mention of airline brand, routes, or related key phrases detected on monitored platforms.
2.2. Significant sentiment score change (e.g., large drop in positive/neutral metrics).
2.3. Mentions by verified or high-reach social media users.
2.4. Burst of activity exceeding predefined threshold within set timespan.
2.5. Use of defined crisis or negative keywords (e.g., “delay,” “cancellation,” “complaint”).

Platform Variants

3.1. Twitter API
• Feature/Setting: Filtered stream for keywords/hashtags; sample: set rules for “@YourAirline, AirlineName, #Flight123”.
3.2. Facebook Graph API
• Feature/Setting: Webhooks on Page mentions; sample: configure “mention” object for Page ID.
3.3. Instagram Graph API
• Feature/Setting: Hashtag search endpoint; sample: monitor for “#YourAirlineExperience”.
3.4. LinkedIn API
• Feature/Setting: Company mention notifications; sample: enable mention tracking for organization URN.
3.5. Reddit API
• Feature/Setting: Search endpoint for “airline” flairs/subreddits; use polling for subreddit mentions.
3.6. YouTube Data API
• Feature/Setting: Comment search on branded videos; set up “airline” keyword filters per video/channel.
3.7. Brandwatch
• Feature/Setting: Brand mention and sentiment smart alerts; provision custom listening queries.
3.8. Sprout Social
• Feature/Setting: Smart Inbox Rules; auto-classify and alert by keyword or sentiment.
3.9. Hootsuite
• Feature/Setting: Streams for keywords and hashtags; trigger workflow on negative posts.
3.10. Sprinklr
• Feature/Setting: Listening Insights dashboard; set real-time alerts for crisis terms.
3.11. Meltwater
• Feature/Setting: Media monitoring tags and filters; create saved searches for quick alerts.
3.12. Talkwalker
• Feature/Setting: Automated sentiment triggers; configure topic clusters for routes, brand.
3.13. Mention
• Feature/Setting: Monitored Keyword Alerts; sample: alert for every new “AirlineName” usage.
3.14. Google Alerts
• Feature/Setting: Automated email notification for “AirlineName delay,” “Route XYZ complaint.”
3.15. Slack (with social bot integration)
• Feature/Setting: Incoming webhook for social media triggers; post alert to “marketing-crisis” channel.
3.16. Microsoft Teams
• Feature/Setting: Scheduled flows to post detected sentiment dips to an executive dashboard channel.
3.17. Zapier
• Feature/Setting: Multi-app workflow automation; monitor mentions and send triggers to CRM or Slack.
3.18. Salesforce Social Studio
• Feature/Setting: Social listening topic profiles; set to notify service teams by sentiment.
3.19. HubSpot Social
• Feature/Setting: Social monitoring streams; filter and route negative posts automatically.
3.20. Clarabridge (Qualtrics)
• Feature/Setting: CX Social monitoring; set up rules for high-priority alerts by mention type.
3.21. CrowdTangle
• Feature/Setting: Track airline brand on public social content; push spikes to email or dashboard.

Benefits

4.1. Real-time detection enables fast crisis response and increases positive public engagement.
4.2. Automates manual monitoring, dramatically reducing response time and labor requirements.
4.3. Sentiment analytics offer actionable insights for marketing, customer service, and PR teams.
4.4. Escalation workflows ensure negative customer experiences are routed to resolution teams.
4.5. Holistic visibility improves brand reputation management and stakeholder reporting.