The social media arena is rapidly growing and more and more organisations take part in the daily ongoing conversations in different social media channels. Conversations are being held across borders on every available topic and ratings and reviews of consumer products and services is one of them. This focus on globalisation is also the reality of the hospitality- and tourism industry. Their customers travel across borders and are eager, given the opportunity, to share their experiences with each other. As organisations within the hospitality- and tourism industry meet these demands in terms of providing technological infrastructure for information sharing and involve themselves in these conversations there are some issues that need to be addressed. What does the logic of social media look like? How is communicating in social media any different from traditional market communication? And how can hospitality- and tourism organisations adapt their communication to fit into the logic of social media? To conclude how organisations within the hospitality- and tourism industry can benefit from the use of social media, I have interviewed representatives from a number of organisations and studied their communication. What this study shows is that there is a lot to gain from having a social media strategy with specific guidelines regarding language and overall use. However, not having one doesn’t necessarily mean that the organisation will not have a good reputation and good relations with their customers.