that Marketers Increasingly Use Social Networking Sites is further proof how important it is for organizations to join the ongoing conversation about their industry, market sector or brand.
Travel and tourism organization enjoy a great advantage here. Not only is online travel the largest vertical on the web but it is a subject that people love to talk and start conversations about and join all sorts of communities.
From my work in the financial services industry I’ve noticed that this is not the case to the same extent. This makes it much more challenging for organizations to find a way how to get involved in conversations as fewer are taking place to begin with and people are not as excited to participate and contribute.