Abstract
Following new technical possibilities, new technological solutionscome to the light, and the only companies, which utilize those innovations,could have long-term success. In goods and services promotion nowadaysthe usage of the social networking’s potential is a new tool. Active audienceof social sites are hundreds of millions, and in some cases more thana billion people. People meet, communicate, exchange of information, andare active on the pages, which were created in social networks. The possibilityof such communication in conditions of high employment and aconstant time pressure is maintained appropriate applications, which makethese social networks more availablein smartphones, iPod, etc. The concentrationof audience in online space are displaced the marketing effortsof companies in this area. Today the tools of so called SMM (social mediamarketing) or promotion in social networkingare actively used. The servicesin tourism having its specific nature, when the customers are widelyspread around the world, are very adopted for being promoted throughSMM. We still do not have any universal guidance to start SMM-campaignin the field of tourism, but overview and analysis of expert recommendationsin the field let us define some of the important steps.