A Mashable study demonstrated the value major airlines have found in social media marketing and engaging social content.

Technology news source Mashable recently conducted a study of social media campaigns of major American and international airlines. The results demonstrated that these companies view Facebook, Twitter and other platforms as an easy way to interact with customers and launch social media marketing programs.

The companies studied included JetBlue, Southwest Airlines, Virgin America and Delta.

According to Mashable, JetBlue uses engaging social posts and exlsuive offers to generate a strong social following. The company has the most social fans of the airlines studied, with more than 1.6 million Twitter followers and more than 530,000 Likes on Facebook. Beyond that, the company keeps a Flickr paged updated more than 13,000 pictures posted by company employees.

Like many businesses, JetBlue offers its users rewards in the form of TrueBlue points for Facebook check-ins.

The value of strong, engaging social media content grows every day as more people create accounts on various pages. Furthermore, with Google indicating that +1’s may become a ranking signal, the value of social links for SEO may soon skyrocket. An active social media presence represents an inexpensive opportunity for businesses to boost links and customer engagement.

The stakes recently grew higher for businesses engaging in social media marketing, however, with the announcement of Facebook’s Subscribe feature, as Brafton reported on Wednesday. The tool allows users to choose which updates they receives from their Facebook connections. Companies creating engaging and useful social media content are more likely to maintain their social exposure than those posting too frequently or posting irrelevant content.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.