I found this interesting quote today on the Radian6 blog:
It’s a pretty common question: “What, exactly, am I listening to if no one’s talking about me or my brand?”Jun 2009
It covers the issue many smaller organizations face when it comes to the social web. This is often the case for individual hotels or destinations that are not on everyone’s radar all the time.
Follow the advice given in the article and you can’t go wrong.