A big part of SOCIAL media is being more social as companies — online and in the real world. But many executives have asked me, “how do you measure sociability and friendliness?”

In a 48-hour experiment with blackjack dealers at Ameristar Casino J.D. Power & Associates found that a highly social, outgoing blackjack dealer collected 13 percent more money at his table than at the serious table where the blackjack dealer held to the standard, “don’t talk unless spoken to” rule.

In explaining the experiment Chris Denove of J.D. Power and author of “How Every Great Company Listens to the Voice of the Customer,” told a group this week that there’s no reason to believe that the same relationship doesn’t hold true in other business environments. Why? People like spending time with people who are likeable.