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Research conducted by airline consultancy SimpliFlying with 29 of the most social-savvy airlines around the world shows insights into how airlines dedicate resources to social media – in terms of budgets and staffing, challenges faced, ROI and finally a projection of budgets in the near future.

Some key findings:
— Over 75% of airlines invest more than 90 man-hours per month on social media
— About 85% of the airlines adopt a cross-functional model, with customer service emerging as the most common cross-functional role.
— The budgets for social media span a very wide range from a few thousand dollars to more than a million dollars.

Also see related: How are airports using social media

Airline Social Media Outlook 2012