TECH TRENDS biggest driver of traditional and social media and the most influential factor in people ’ s opinions of a company ’ s reputation . Not only that , but research conducted by CMAC Group found 46 % of UK travellers said flight delays or cancellations , along with the airline ’ s service , would prevent them from travelling with the same airline again in the future .
Social media conversations around these areas provide a valuable source of real-time feedback for airlines . For instance , X , formerly Twitter , sees thousands of mentions of airline brands daily , which can indicate public sentiment and should be critically evaluated to uncover actionable insights . Monitoring and analysing these conversations requires technology and expert analysis to help airlines detect shifts in customer expectations and identify true pain points .
Our recommended approach allows airlines to detect shifts in public sentiment through a combined analysis of social media conversations , news coverage and audience research . This methodology provides not only a snapshot of public opinion but actionable insights that can help comms teams adjust their strategy before issues escalate . The ability to synthesise and contextualise diverse data sources ensures that airlines are not just reacting to the noise but managing their reputation proactively .
Using data to manage the narrative
The real value of data-driven insights lies in its ability to inform proactive strategies . Airlines can monitor brand mentions across social media , news articles and customer reviews – synthesising these sources into comprehensive , real-time reports that map out shifts in public sentiment . This unified approach allows comms teams to stay ahead of potential reputation crises and ensure that key messages resonate with their target audiences .
Although planning and preparation are key , some issues like weather-related incidents are unavoidable . A commitment by PR and communication teams to proactivity , flexibility and transparency is essential to responding swiftly and appropriately . There is no one-size-fits-all approach . Real-time crisis analysis – supported by diverse data inputs – can help brands address stakeholder concerns more effectively . It ’ s not just about collecting data ; it ’ s about interpreting that data in a way that helps airlines anticipate issues and communicate effectively .
The rise of social media and misinformation means that crisis communication has moved beyond the need to address the media and customers . Brands www . intelligentcxo . com
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