The document discusses social media and its implications for businesses in the tourism industry. It defines social media as online content primarily created by users, with high levels of participation and interaction. Popular social media platforms described include Facebook, YouTube, and Twitter. The document notes that social media changes communication from a 1:1 model to an n:n model, and influences businesses by empowering consumers to generate content. It also discusses trends in tourism like shorter trips and the need for 24/7 accessible services, and how companies can integrate social media into customer interactions.