This document discusses how the Colorado River Trail leverages various social media and location-based tools to promote awareness and engagement. It highlights an annual photo contest hosted on Flickr to build their photo inventory and increase fan engagement across Facebook, Twitter, and other channels. The contest in 2011 saw a large increase in submissions and voting activity. The presentation also briefly outlines how the trail uses Facebook, Twitter, Foursquare, Gowalla and other tools to engage the community and share information.