British Airways eyes social media to further business

British Airways (BA) is on the lookout for a digital market innovation to develop a global social me

The new recruit will create and implement BA's business plans online and on mobile phones.

Digital Marketing Manager Chris Davies said BA is aware of the role it plays in the broader commercial mix and that the airline will use emerging technology to connect with its customers.

In September 2008, the airline created Metrotwin, a social community site about London and New York, to participate in social networking.

EasyJet recently started travel encyclopaedia, a social media venture that gathers content from users, while Virgin Atlantic launched Vtravelled last year, allowing users to organise and share their travel plans with friends and family.