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Why Social sentiment drops United Airlines value below below 170%?

United Airlines was mentioned more than 2.9 million times on Facebook, Twitter and Instagram in the immediate aftermath of its passenger removal incident, according social listening and analytics firm Brandwatch.

The incident happened on April 9 and went viral via a passenger-recorded video. April 10 accounted for 1.52 million of those mentions, with an additional 1.39 million coming on April 12. Compared to April 9, April 10 saw a 9,968% increase of United Airlanes on social media.

Brandwatch also quantifies the sentiment of all the United Airlines social mentions. On April 8 and 9, United's social sentiment was **% positive. After the incident went viral, United registers negative 68.6% and 69.2% sentiment scores on April 10 and 11, respectively.

Interestingly, Branswatch contrasts the passenger removal fiasco with another United mishap that took place a few days earlier. On March 26, a United passenger tweeted that gate agents were not allowing women wearing leggings to board a flight Denver to Minneapolis. The incident sparked mild controversy throughout social media, even earning its own hashtag, #leggingsgate.

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