It is easy to get carried along (or away?) with the buzz around social media in travel - x number of gazillion tweets per second, Facebook member figures, social graph, etc, etc.
The numbers remain impressive.
Whether travel brands are making the most of any opportunities before them is another matter, with many remaining on the sidelines to see how it all plays out.
Facebook pages and Twitter accounts are one thing, doing something meaningful with them is another matter entirely.
This video was produced by DigitalVisitor to coincide with some research carried out by EyeforTravel in 2011. It demonstrates, through a blast of numbers and the results of a recent survey, how social media is having an effect and really, REALLY cannot be ignored.