Definition of the Social Internet for Tourism Industry

The Social Internet is called many things:

• Web 2.0
• Travel 2.0
• UGC (User Generated Content)
• Social Internet
• Online Word-of-Mouth
• CMG (Community Generated Media)

In its essence, it is the consumers of your products (Travelers) shaping your brand with their own authentic content (like reviews, photos and videos). They are sharing their experience which builds on, supplants, and even transcends your own attempts at corporate branding.

New Social Internet Offers 4 core advantages:

• Free Advertising
• Helps in organic Search Engine Placement
• Important community that shapes public opinion
• Available to both consumers AND business owners

The New Social Internet has 4 core disadvantages:

• It can permanently damage your reputation
• Is impossible to control
• Its sheer size makes it difficult to manipulate
• Most tourism operators don't understand it