Measuring Social Media ROI Takes Off for Virgin America

The airline, using Sprinklr and other tools, is seeking hard-dollar returns from conversations on Facebook, Twitter and Google+, among other social networks.

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Tony Amrich, manager of social media guest service at Virgin America, wanted insight into the current buzz his company was getting online.

He quickly pulled up a stat: 706 social posts about the airline in the prior 24 hours. He could see where those messages were posted--Twitter, Facebook, LinkedIn, YouTube, Instagram and Google+--and track when someone from Virgin America responded.

Amrich and two colleagues, who together are the 6-year-old airline's social media team, use social media management software from Sprinklr to tally activity, schedule posts and engage with customers posting messages.

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