Social networks like Facebook have attracted massive users bases, and a strategically managed social media presence has become de rigueur in the travel industry. However, companies are still struggling to determine how best to harness the medium. Is it a distribution channel, a customer service tool, a marketing and branding platform, a referral and lead-generation service, or perhaps all of the above? Travelers are clearly engaging in social platforms, and often for travel, but social's influence on the buying decision is less clear. According to PhoCusWright's Social Media in Travel 2012: Social Networks and Traveler Reviews (a Global Edition publication), more than three fourths of travelers turn to social networks to find some type of shopping-related deal, and 30% specifically seek out travel-related deals. However, travel suppliers that have implemented booking tools, widgets or full-fledged booking engines within Facebook have so far reported mixed results, citing a range...