Airlines are increasingly acknowledging the importance of unobtrusively engaging with their customers through social media platforms to ensure continuing loyalty. For example, American Airlines actively interacts with its about 400,000 strong Twitter followers. Estonian Air has launched a Facebook-based virtual loyalty program which rewards active users with non-mile perks while Virgin America has experimented with gift schemes through location-based service Foursquare. The trend is only expected to strengthen in future.
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Social media touchdowns in airline loyalty