Growth strategy specialist agency Vivaldi has analysed the performance of 11 airlines in terms of their "social currency". This is a phrase the company introduced in 2010 in an attempt to quantify how effectively brands fit into how consumers manage their social lives in today's digital and mobile age. The theory behind social currency is different from other social indexes which tend to take a quantitative approach. Instead, Vivaldi's social currency score looks at seven different types of interaction or dimensions to come up with a single score. Find out more.