This document outlines trends and technologies in social media marketing in 2016. It discusses how digital ad spend is growing as a percentage of total advertising spend in many countries. Common priorities for CMOs are identified. The skills needed for social media marketers are expanding to include identifying what content inspires sharing and drives engagement. Tools are presented to analyze content popularity, conversation trends, and purchase intent. Tips are provided on using insights to increase booking rates and lower customer acquisition costs for a travel brand's social media campaigns.