Qantas story drowns out Melbourne Cup in social media discussions

The story about Qantas grounding its planes over the weekend has dominated discussions in social media over the last 24 hours.

According to social media media monitor Meltwater Group, the Qantas grounding has sparked almost three times the number of mentions on Twitter as the Melbourne Cup – which is tomorrow.

The Qantas debacle has led to 65,000 mentions on Twitter, compared to just 22,000 for the Melbourne Cup.

Alicia Kennedy, area director of Meltwater Group in Australia and New Zealand said, “The emergency Fair Work Australia hearing  created a ground swelling of community action on social media with over 65,000 mentions about #qantas made over the weekend. By midday today, the issue was still dominating Twitter conversations with six out of the top 10 trending issues in Australia about Qantas’ dispute with employees.”

“Whether you’re a customer who has been affected by yesterday’s lock-out, a Qantas employee or have shares invested in the company, people are publically weighing in on the debate on social media. This is a caution for companies who are still dipping their toes in social media and are not quite sure how to make the best use of the medium. Whether it’s positive or negative, the conversations are taking place in a very public way.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.