A couple of months ago, Billy Sanez,American Airlines’ social media director, and a couple of his team members went to a designated street corner in New York City and put on their AA t-shirts. They immediately drew a crowd. The employees began handing out tickets to a private concert by John Legend and the Roots, a popular R&B and hip-hop group, to those who had the password. Those in the know were the carrier’s Facebook fans. They learned about the event from AA’s ...

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