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SFO, JFK and LAX are social media's high achievers

April 11, 2013|By Chris Erskine
  • Survey found some airlines are clearly ahead of others on social media mentions. But not all results are good.
Survey found some airlines are clearly ahead of others on social media mentions.… (Associated Press )

Which airlines are doing best on social media? Which airports get the most mentions?

American, Southwest and Delta are performing best on social media, and SFO and JFK are the top-performing U.S. airports, according to a survey by Viralheat, a company that measures customer sentiment by sorting through tweets, posts and other exchanges.

The survey found San Francisco International generated 3,691 mentions and JFK 3,434. LAX was third with 2,535 mentions; Dallas/Ft. Worth (1,618) and O’Hare (1,231) filled out the top five airports.

The survey also monitored leisure travelers’ top activities: Visiting relatives came in first, followed by shopping, visiting friends, dining and going to the beach.

Data were collected from March 15-30 from mentions on Facebook, Twitter, YouTube, Pinterest and blogs. It mined those sources for mentions of an airport name, abbreviation, hashtag and the subject’s Twitter handle. Positive and negative sentiment was based on Facebook and Twitter.

Of course, traveler sentiment runs hot and cold. Though United scored well among airlines, 30% of the mentions were negative in nature, while 47% were positive and 23% were neutral. By comparison, American Airlines’ numbers ran 62% positive and 10% negative. Twenty-eight percent of AA’s mentions were neutral.

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chris.erskine@latimes.com

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