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Social media is not some mystery or newfangled invention - social is word of mouth a community that shares information and media is just the format used to communicate. Once it was just person to person then it was telephones and now it's the internet, computers and smart phones. The most important development is that the message of ordinary people is getting out and is valued more than marketing hype - thus for travel TriAdvisor is more valued than the commercials presenting one point of view.