We know the basics - social media allows travel companies to engage with existing and potential customers and can act as an unofficial watchdog of products.
But with 61% of travellers apparently referring to some kind of user review and almost a third posting reviews of placed they've visited, for example, what can companies do to increase booking conversions as a result of activity on social networks.
Monetate has pulled together a tip-sheet of four things (after the consistently important context) brands can do: