Social networking has fundamentally shifted the balance between consumer and marketer and created new Web 2.0 communication tools to reach consumers for all sectors of travel. Word of mouth remains one the most influential forms of promotion but how do you get your company in the buzz? Which tools are best to use? How do you manage the resources to do it? Many case studies illustrate best practices in executing on social media or social network-based initiatives. This book helps travel marketers understand the toolkit, but more important the fundamental changes in consumers and the marketplace to drive decisions about new forms of customer interaction. Everyone can gain if we share comments, successes, failures and general observations about this subject.