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.