Posted 25-10-2011 in Latest industry news
Social media research firm Amplicate revealed findings earlier this month deeming American Airlines 'most hated airline on social media'. The study, carried out over the past year, found only 12 percent of comments about American Airlines on Twitter and Facebook were positive, compared to the other end of scale Virgin America with 97 percent positive opinions.
The range of results of airlines studied shows that scoring badly is not purely due to complainants being more 'vocal' than happy customers. Amplicate's research shows that along with Virgin America, the majority of social media comments on JetBlue and Southwest were positive. The average across the industry was 57 percent negative comments, so in this sector at least it seems lovers and haters alike are making themselves heard.
Other airlines feeling the wrath of tweeters and Facebookers included United Airlines, US Airways and particularly Delta, who caused outrage when a story broke about them charging returning US servicemen for extra baggage.
The 'United Breaks Guitars' complaint video famously went viral via Youtube, which along with Twitter and Facebook is proving an increasingly popular way for disgruntled customers to get their message out. Customers are discovering they can be both seen and heard, and not just by their 'friends'. Never has it been more important for companies to appreciate the impact that one customer's experience can have on their brand. Furthermore, now that social media sentiment is being analysed in this way the effects will extend even further, with studies and findings like Amplicate's being published on news sites, the likes and dislikes are reaching way beyond the social network.
Read more on NYDailyNews.com
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