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About Social Media Optimization, I can add a very interesting case study for the hospitality sector: Breezes.com
This company uses a strong S.O.M. with strong presence in the most important social media and with a continuos updating of contents. Definetely one of the best example of Social Media Optimization for the hospitlaity sector. I will speak care of the University of Applied Sciences, BiTS, in Germany on September 12nd about this case study. In BiTS, it will be a congress on Social Media.
Joe Di Donna