The part centered on identifying the customer value of social media fans requires a committed undertaking of the business itself, whether by using social survey tools to apply to its community for answers on purchase habits, or matching existing databases to social community data, or incorporating social media into media mix attribution modeling.

FORBES: Placing Monetary Value On Our Social Communities

In addition to most domestic flights in the U.S. and Canada, the food-for-purchase program will apply to leisure destinations such as Cancun and Puerto Vallarta, Mexico, and the Caribbean Islands, Continental spokeswoman Christen David said.

CNN: Continental cuts back on free food