of hotels and locations. Clearly some care has been taken here although the Reviews are not authenticated and are too short and have been pasted in from somewhere. The link to the TripAdvisor doesn't work either. The Blog is covered below in Social Media but overall this is a good site that promises and delivers to the customer. PPC remains an important traffic-driving tool for Monarch. As with many brands, there is a constant effort to improve SEO and reduce the need to use pay-per-click ads -- over 40% of traffic to the site comes from search engines. But paid online advertising remains a vital part of the mix. Social Media: Monarch seems to be at the 'Talking' phase of social media strategies, using Facebook and Twitter to engage with consumers but with a vague presence on Google+ and Pinterest, whilst using a YouTube channel as portal for its video content. Being a low-budget airline, it is not surprising that a lot of the topics dealt with by the social media team at Monarch are complaints, mainly about delays. The complaints are handled as well as might be expected but one wonders whether the sincerity, whilst genuine, is misplaced. Promising to pass on a complaint to Avis about insurance not being included in the car hire price is one thing, but being able to take action to solve the customer's dilemma is another. It seems fairly obvious that the social media team has little leverage whether with Avis, the airports