Social Media Channels – are we committed or not?

I just came back from a very nice trip to Toronto. Thanks to Virgin America airline and Klout – I was one of those selected to get on free RT flight: San Francisco – Toronto.

This was my first time flying VirginAmerica [I have flown almost 1mln miles on other airlines]. I liked their entertainment system, ability to order foods and drinks via this system, comfortable seats and of course friendly flight attendants and a great service.

But what I want to write about is … something different.. Actually I want to ask a question to Virgin America airline and other brands: how committed are you to Social Media channels?

What do I mean?

Yes, when you visit Virgin America’s web site http://www.virginamerica.com/ you will see links to their Twitter, Facebook and YouTube channels.

Yes, they have over 100,000 followers on Twitter, etc…

But… I have not heard flight attendants mentioning Twitter or Facebook during my flight.. They did not ask me to check into this flight on FourSquare and maybe giving me a glass of wine for doing it .

They did not ask me to capture this great shot during the flight and post it on Twitter right from the flight using in-flight Wifi services…

No, they did not!

Why??? Why are hotels, airlines, spas and many other businesses not encouraging their customers to follow them on social media channels outside of the web sites, social media channels?? In real life?

Does this mean that they are still testing the waters? Not fully committed to social media channels? Or maybe this means lack of integrated marketing strategies?? The group that is responsible for social media channels does marketing using those channels and not talking to the other marketing teams on how they can use traditional marketing channels to promote social media ones?

What do you think?