Brighton-based digital agency SiteVisibility looked at the social media profiles of four online giants: Skyscanner, Kayak, Expedia and Lastminute.com. Jason Woodford, chief executive at SiteVisibility, said: “One thing that stood out is how few of these brands are taking advantage of all the latest digital marketing tools." “If an organisation in the travel and tourism industry is serious about using social media and getting past simple small talk on Facebook and Twitter, then they need to develop a strategy designed specifically to target their ideal client profile. Once they decide on who the audience is, they can design content that gets them talking to you and, more importantly, about their services.” Get the full study at Travolution Read also "Insights into the wild west of social media in travel" at Travel Market Report