First-off, the only social media relevant to our industry are travel-related sites. This narrows all the social media down to only a handful of sites. The first and foremost of these is Expedia's TripAdvisor. It's extremely well managed and has a reputation for being equitable to both consumers and hotels. I'm the first one to admit that, when Trip Advisor first appeared, I was among those hoteliers who feared giving travelers the ability to publish our industry's "dirty-laundry" to the general public via the Internet. I was wrong; my fears were totally unfounded. In fact, the vast majority of posted comments for all hotels, in their system of 3 million visitors per month, are positive, not negative. We all know our industry's vulnerabilities; who would have predicted that?