"We are happy that we got our brand presence in Social media" - this is so old. Yes, it is. Social media is much more than just establishing mere presence. It is a revenue generating channel for many airlines, a medium that has helped the PR team at airline companies to cut down costs, a medium in which airlines roll-out innovative programs / campaigns, a medium that airlines use it for managing their internal PTOs (JetBlue does it), a medium that's perceived by airline marketing team as THE most successful.
There is no hard and fast rule on how to use social media for betterment of the company, its upto the airline to put on their creativity cap to lure people (and convert them, retain them)
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