JetBlue aims to listen, connect with, and serve customers through social media in a way that fosters loyalty and inspires travel. The social media team uses tools like Twitter, Facebook, and Instagram to build positive relationships, increase engagement and reach, and drive traffic to JetBlue's website. Research shows that when companies engage with and respond to customers on social media, those customers spend 20-40% more and that social media adoption by companies has increased dramatically in recent years, though realizing its full potential remains a challenge.