The importance of social media for businessThe potential of social media is too important to ignore due to the experience and possible benefit it brings from their features to users and companies. An example can be seen in the case of Lay's potato chips: Lay created a “Do Us A Flavor” campaign across the social media channel and awarded a $1 million prize for the winning flavor. Lay's invited its customers to share ideas about the new potato chip flavor on Lay's Facebook page and received 3.8 million submissions in 14 countries (David 2013). So Lay's narrowed it down to three main flavors: Cheesy Garlic Bread, Chicken & Waffles and Sriracha. Customers could actually purchase these three flavors in stores and vote for their favorite via Facebook or Twitter to decide which one might stay on shelves permanently and the million-dollar winner. The result paid off handsomely with a 12% increase in sales and over 1 billion impressions on Facebook (David 2013). Many social media channels are designed to facilitate conversation between individuals and groups. For businesses, it is convenient to create FAQ forums and communicate openly with customers on the Internet to receive valuable customer feedback. Furthermore, it is efficient to share skills and knowledge in communities. Based on Lay's campaign, it successfully uses social media for co-creation. This conception corresponds to Kaplan and Haenlein's (2010) collaborative project that “the joint effort of many actors leads to a better outcome than any one actor could achieve individually”. You can see evidence that the campaign increased customer engagement by allowing audiences to come together in the community to share t...... middle of paper ...... by Atras 2013). This implies that by listening to customer feedback through social media, VAA not only reduces customer complaints but also pushes towards progress.4. Innovation beyond the familiar VAA has pioneered innovation in the airline industry, including super-economical services, the use of biofuels (Innovation Leaders 2014), and glass-bottom aircraft (VAA, 2013). This concept also extends to social media marketing. He launched a travel website - vtravelled, which provides detailed destination information, inspiration and offers photo sharing. Furthermore, VAA participated in the discussion with a traveler's tone of voice (Barwise and Meehan 2010). It brings like-minded people from all over the world together in an online community and increases the sense of authenticity when people browse the site. It not only adds value for the consumer but also strengthens the brand image.Conclusion