Today, brands must incorporate social media strategies into their greater marketing efforts to outperform competition and build a loyal follower base. Performics Social Snapshot is a monthly publication comparing vertical category leader social presence.

For travel, the Snapshot focuses on nine brands with strong, active social presences on Facebook, Twitter and YouTube: American, Southwest, Delta, JetBlue, United, Virgin America, Alaska, Frontier and U.S. Airways.

What separates the category leaders, American and Southwest from Frontier and Alaska?