Today JetBlue airlines surprised it’s Twitter followers by announcing that they would be giving out free airfare in Manhattan. The only perk is that you have to “find” them.

This is a perfect example of how businesses are beginning to incorporate social media into their advertisement and marketing plans. The idea here is not to promote yourself or your products but instead to offer customers a benefit and value for following your brand. This in turn can help with customer loyalty and maybe even word-of-mouth advertisement.