What can online marketers learn from the social media experience of the travel industry?

- Social media has moved well beyond casual friend-to-friend connections into the realm of legitimate usage as an important communications channel for business.

- Adding social media to the media mix is a good strategic move for a time-sensitive, highly competitive business, where it can be used to disseminate late-breaking news and make last-minute offers.

- Using social media for its generational appeal