While many research companies aggregate and report social media data, CXMI’s unique system uses advanced social media analysis – by real people, not key word algorithms – to provide the strategic information cruise lines need. CXMI’s Social Media Tracker covers over 98% of the passenger capacity of Cruise Lines International Association (CLIA) members. Each cruise line can now have reliable social media measurement for the 17 cruise lines in the tracker. Cruise lines reported that January’s shipwreck had an immediate negative impact on 2012 bookings and balance sheets. While starting to normalize, this incident shows the importance of a more complete understanding of how events, positive and negative, affect passengers and potential passengers.