Assume you are in 2012 and have been hired as a specialist consultant to help Virgin America to prosper through the widespread use of social media. You have to prepare a report with
your own recommendations to the Board of Directors. In that report you must address the following key points: 1. Explain what are social media used for at Virgin America? Why is the airline so
successful at it? 2. What are the potential success factors for Virgin America’s viral marketing campaigns? 3. What could be future challenges for Virgin America concerning social media and viral
marketing? How should the airline respond to them? 4. How does Virgin America make use of mobile social media such as Foursquare or Facebook Places? How will mobile social media change the game in
general? What will be the challenges? 5. Recommend a strategy to leverage the potential of social media.