Originally seen as a pastime, Facebook, Twitter, Instagram, LinkedIn and other social networks have rapidly become a marketing tool for businesses. This new communications channel represents an opportunity to strengthen their structure's presence on Internet, to capture and develop the loyalty of new clientele, and even to recruit future collaborators. It is a means for standing out and even creating viral contents that create the right "buzz" on the web. What strategies should be adopted by hotel groups in order to do this?