This document discusses inbound marketing and social media strategy. It outlines the differences between traditional outbound marketing and newer inbound approaches. Several steps for developing an effective social media strategy are then presented, including identifying audiences, developing platforms, integrating campaigns, creating and coordinating content, setting goals, generating audiences through engagement, listening to social conversations, building community, providing customer service, and referencing other hospitality brands' approaches. The document advocates for implementing these social media strategy steps to increase online visibility, drive traffic and bookings for hotels.