JULIE KEYSER-SQUIRES is the CEO of SOFTSCRIBE Inc., a digital marketing and PR firm in Atlanta. Here she looks at the social media scene and explains how to stay on the leading edge of these increasingly influential – and quick-changing – marketing tools.

There are big changes afoot in the world, and many of them impact the hospitality and tourism industry. This is especially true in social media which, in 2010, I believe will reach a tipping point of credibility and use in our industry, yield lucrative ROI operator strategies, and create niches that equal riches.

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