Qantas has scored a new accolade from some of the harshest judges around - social media users.

An analysis of social media commentary in August found Qantas not only received the most feedback, it also attracted the highest proportion of positive comments.

Just over 30 percent of the 50,638 tweets and Facebook posts about Qantas praised the airline, compared with a mere 7.8 percent of negative comments.

In contrast, the Bali ash cloud debacle helped make Jetstar the most complained about airline, with negative comments outweighing positive remarks.

Of the 17,675 posts made about Jetstar on social media in August, 16.9 percent were critical compared with 14.1 percent that were favourable.

Virgin Australia also fared badly as a result of the Bali ash disruptions, with 15.1 percent of all social media commentary deemed "negative".

However, the airline managed a higher proportion of positive comments than Jetstar, with 23.6 percent of the 8266 posts considered complimentary.

In contrast, the Bali ash cloud debacle helped make Jetstar the most complained about airline, with negative comments outweighing positive remarks.

Strong sponsorship alignments were also helping to boost the positivity of the Qantas brand, Ms Gercia said.

"It all helps builds the brand, and clearly Qantas is the most mature brand in the market," she said.

A Qantas spokeswoman said social media was an integral part of how the company engaged and serviced customers.

"From sharing day to day and operational information to new products or services, social media allows us to take customers behind the scenes and showcase the fascinating world of aviation, as well as our rich history," said the spokeswoman.

"We've seen a significant decline in email correspondence as a result of low response times and extended hours of our social media team."

Ms Gercia said there was no doubt travellers had seized on Twitter, Facebook, LinkedIn and Instagram as an easy way to air their grievances, and get an airlines' attention.

"They know that social media is becoming more influential and has the power to affect a company's reputation," she said.

"They're definitely a lot more aware that they can be heard if it's on social media."