Belson Coutinho, SVP marketing, e-commerce and innovations at Jet Airways, claims social media to be a key outlet for his digitally-savvy flyers. And his team’s response showcases their commitment to the channel. Scrolling through Jet Airways’ social media feeds, different types of content jostle for your attention: travel updates and ideas, stories, competitions and more; the Indian airline’s storytelling is expansive. So, is that how you keep over 3 million social media followers (across Facebook and Twitter) engaged with your brand? Coutinho seems to think so.