With the technological revolution that has taken place over the past decade through the development of the Internet, the conditions for tourism organizations have changed (Buhalis and Law 2008). Working with social media has become a matter of course for several companies in the tourism industry through the success of the Internet. Social media has given companies a chance to reach out to a larger number of people and communicate their messages faster. It has also provided consumers with a faster way of communicating with the companies and directly giving feedback about a purchase or experience. The work of social media can take place in different ways, and companies set up their own strategies or get them communicated by their management. There are several approaches when it comes to social media and the expected outcomes may differ between companies. With this in mind, the purpose of this study is to investigate tourism producers' strategies regarding the use of social media to understand how it matters to businesses. To understand this we have interviewed four tourism producers who use social media in their work that are situated in Kalmar and Öland. The result of the study shows that the most distinctive strategy is to constantly have active use and to share different types of posts on social media. Those producers who have proven clear strategies and who use social media more frequently are also those who can see clearer results about the use.