Travel industry engagement in the major global social platforms – Facebook, Twitter, YouTube – is nearly universal. Social networks now play a considerable – and growing – role in travel companies' marketing, customer engagement and service, according to The State of Social Media in Travel, a new Global Edition study from PhoCusWright. However, despite widespread prominence of social networking use across the travel industry, less than 10% of respondents to a new study cited any engagement with key regional social networks. In China, home to the world's largest social networking population and where nearly all Chinese travelers are active on local social platforms, only 6% of travel companies are currently active on some of the most popular social networks, such as Sina Weibo. "Given the scope of our study, it was quite surprising to see that so few travel companies are engaged in regional social networks," says Douglas Quinby, PhoCusWright's vice president, research. "These platforms are especially important in fast-growing markets like China. Any travel organization with a shred of global ambition needs to appreciate global social media diversity and begin tackling those platforms in key markets important to their growth." Get the full story at PhoCusWright