New Report Finds More Hate Than Love For US Airlines On Social Media


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New Report Finds More Hate Than Love For US Airlines On Social Media

By Shane Nolan

October 18, 2011 - Social media users were more negative than positive about US airlines on social media in the last 12 months, with intense hatred for a handful of carriers accounting for most of the negativity, according to a new social media analytics report from Amplicate. 

The report found that 57% of all opinions on social media about US airlines were negative over the last 12 months, with American Airlines (AMR), United Airlines (UAUA) and US Airways (LCC) incurring most of the hatred. American Airlines was the most hated airline over the last 12 months, with only 12% of opinions expressing love for the world's fourth largest airline. 

Social media users were most negative about airlines in June 2011 when Delta Air Line's (DAL) decision to charge returning soldiers for extra baggage caused a firestorm of controversy on social media.  

Delta Air Lines is faced intense criticism after charging 34 U.S. soldiers returning from Afghanistan $2,800 in baggage fees. This came to light after the incident was filmed and placed on YouTube. 

"We showed up and found out we had too many bags," said Army Staff Sgt. Robert O'Hair in the video, which was shot on their flight. "We had four bags, and Delta Air Lines only allows three bags. Anything over three bags you have to pay for, even though there's a contract between the United States government and Delta Air Lines: When returning from Afghanistan on military orders, you're authorized up to four bags." O'Hair added that all the soldiers with a fourth bag had to pay $200 out-of-pocket.  

On June 8, 2011 Delta Air Lines had reported that it increased its free checked baggage allotment for U.S. Military traveling on orders in Economy Class to four checked bags. Delta's revised baggage policy also allows U.S. military personnel traveling on orders in First and Business Class to check up to five bags at no charge.  

This change also adds dependents traveling with active military on orders. Each bag may weigh up to 70 lbs. (32 kg) and measure up to 80 linear inches (203 cm), which offers added flexibility over the standard 50 lbs. and 62 linear inches (157 cm) allotment. Because of weight, balance and space constraints, Delta Connection carriers will accept up to four bags at no charge. 


For personal travel, active military presenting military identification may now check up to two bags weighing 50 pounds (23 kg) or less and measuring 62 inches (158 linear cm) or less in combined length, width and height without charge. 

But not all airlines caused social media users such consternation. Social media users expressed overwhelming affection for Virgin America Airlines, which was the most loved US airline on social media over the 12 months, with 97% of opinions enthusiastically embracing the low cost airline. Social media users were especially enthusiastic about Virgin America's onboard WiFi, which allowed them to tweet their feelings for the airline from 20,000 feet. 

Amplicate's new report 'Public Opinion on US Airlines on Social Media' reveals that, although there were more negative than positive opinions posted about US airlines on social media in the last 12 months, the positive opinions were far more influential. In every month, positive opinions accounted for more than 80% of the potential audience for opinions on US airlines. 

Amplicate's new report is part of its new social analytics reports service. Amplicate offers in-depth social media analytics reports on every imaginable topic. Reports explain what people have been saying about a topic, when and where they're saying it and why. 

Amplicate tracks and analyses opinions on any topic posted on social media. It currently tracks over 150m opinions from over 30m people. Amplicate has been featured in TechCrunch and its data has been used by The Telegraph and CNN among others.

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