The document provides tips for creating effective social media content for travel businesses. It recommends that content be friendly, timely, relevant, and ask questions or what people want. Competitions should have easy entry, simple rules, good chances to win relevant prizes, and be fun. Managing social media internally requires creating a strategy, knowing discussion topics, and involving others while focusing efforts. Common mistakes include lack of training, unclear expectations, trying to do too much with limited time, overreliance on young staff, and disconnect from other marketing.