What is the role of social media among companies engaged in ship-based tourism to Antarctica?

During the past few weeks, I’ve conducted an informal survey of nearly 150 social media pages maintained by 26 different organizations that are members of the International Association of Antarctica Tour Operators (IAATO). 

I suspected this group would find social media ideal in connecting with their customers’ interests in a remote environment like Antarctica. It’s a place that visitors are passionate about, one that lends itself to a sharing of experiences no matter how often one has been there.