Irish Tourism Wins on Social.

This St. Patrick’s Day, let’s cheers to Ireland’s tourism industry for using social in creative, strong ways.

Caroline Henley
Caroline Henley
March 16, 2015 - 3 min. read

This St. Patrick’s Day, let’s toast Ireland’s victories across social media. What’s trending in Ireland? Let’s look at the mega-popularity of the St Patrick’s Day hashtags, and get a glimpse into how Irish brands are using social to promote tourism–specifically with the Irish airlines.

The luck of the Irish hashtags
People all over the globe are eagerly anticipating March 17th, as you can tell from tracking #StPatricksDay and its variations across the web. Running the query “#stpatricksday or #stpattysday OR #stpatricksparade OR #stpats OR #stpatricksdayparade” in Listening has brought up over 95k mentions in the last week alone. 95% of those mentions have been in the US, while the next listed country is Ireland with 0.6%. Americans love Ireland!


#LoveDublin has been a popular hashtag used to promote Dublin’s “I Love My City” festival. This past week, the hashtag has been used over 2k times, alongside pictures from around the city. Drilling down the query further, you can see that radio station 98 FM gave away a GoPro camera for those using the hashtag, which caused the spike in the hashtag’s mentions.


There’s quite the convivial spirit among the social marketing industry in Ireland. The #socialmediaireland hashtag is used to share ideas and best practices between companies.

Talking about the Irish air
Airlines have a unique role in the Irish tourism industry, being the first point of contact for any traveler. Mastering social media has become an absolute must for airlines to gain and keep customers.

So how are the Irish airlines engaging with fans and approaching social media customer service? We set up a social media monitoring query in Listen for the three Irish commercial airlines–Aer Lingus, CityJet, and Ryanair—to track their mentions between News sources, Blogs, Social, etc. We limited the search by country to just include the mentions in Ireland, to get a sense of what Irish residents and Irish tourists are talking about in regards to the airlines.


Ryanair has an overwhelming amount of the mentions, at 83.3%, followed by Aer Lingus at 15.6%.

From here, see where these Ryanair mentions are happening. Social takes up 33% of the Ryanair mentions, which is dominated by Facebook with 16% of the social mentions. Ryanair is often in the News, at 38% of the total mentions.


Being a budget airline, Ryanair runs the risk of the conversation going one way or the other—happy customers enjoying an affordable vacation, or upset customers griping that you get what you pay for. It will be interesting to dive into the data here and see how the public is talking about the airline and how the airline is steering the social conversation.

We can filter the results by sentiment to note how much of the conversation is positive, how much is negative, and how much is neutral. If we were representatives from Ryanair, we could use this sentiment filtering to jump into the conversation. From there, a company is able to fuel the good while putting out any fires.


There is a small spike in negative mentions here–4.2% of the mentions are negative and are on Twitter. Looking through the negative Twitter mentions, we’ll see three tweets that Ryanair could choose to respond to.


You’ll find that RyanAir has been diving in and responding to these issues.


Ryanair clearly knows that a sound social customer service strategy means all the difference on social.

Introducing the Irish Neils
We’re proud to kick off our Irish sales team this St. Patrick’s Day with our couple of Neils. If you’re in the Irish market and are interested in learning more about Falcon Social, get in touch with Neil Agnew and Neil Dunne



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