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Measuring social media ROI takes off for Virgin America

September 25, 2013 07:08 PM ET

CIO - 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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Originally published on www.cio.com. Click here to read the original story.
This story is reprinted from CIO.com, an online resource for information executives. Story Copyright CXO Media Inc., 2012. All rights reserved.
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