Social Analytics Case Studies Available: Sentiment Towards Major Airlines
June 12, 2012
Whether or not companies choose to look at customers’ experiences told through channels such as Facebook and Twitter, customers are updating their statuses and tweeting about their experiences. Airlines are one such industry in which people frequently rant and rave about.
The article “Friday’s Features: Using Attensity Analyze 6.0 To Compare Customer Sentiment for @United @ Southwestair @Virginamerica” discusses a comparative analysis of data on these three airlines. The figures shown in the article illustrate share of voice, sentiment by airline, and detailed positive or negative sentiment.
As for results, Virgin America’s positive sentiment hovers above 75% positive while Southwest Airlines held at slightly over 70% positive. United’s sentiment shows the opposite with around 26% positive sentiment and 74% negative sentiment.
The article referenced above concludes that social media is influential for these airlines:
“Hoping that folks will ignore you if you ignore social media is a sure way to drive negative sentiment for your customer base. While United Airlines may feel insulated by its corporate contracts, expect many individuals to tell their procurement organizations to switch carriers this year as the negative sentiment for United grows. In fact, companies such as United Airlines better wake up to the reality of social media or face an eroding customer base.”
These social analytics case studies are particularly useful in showing how transparent customer relations have become. Snag this information while it is out there.
Megan Feil, June 12, 2012
Sponsored by PolySpot
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