This document discusses social media trends and why tourism organizations should have a presence on social media. It provides statistics on how much time Americans spend on social media versus other activities. It also gives data on the popularity and demographics of major social media sites like Facebook, LinkedIn, Twitter, Pinterest, and Instagram. The document notes that travelers increasingly use smartphones and tablets to access travel information. It recommends that tourism organizations explore opportunities on these social media channels, but also advises that listening and responding to users is often not done well.