10 Essential Considerations to Rethink Your Strategy and Focus on What Really Works.

After stepping back from social media for personal reasons, I initially kept business channels active, believing they were indispensable for marketing. But after a deep dive into their effectiveness, I ultimately let them go. Here’s why—and what you should consider when deciding if social media is right for your business.

1. Unsocial Media

Social media has transformed from a platform for spontaneous sharing to a calculated marketing and advertising tool. Algorithms dictate what content your audience sees, making it harder to connect organically—even with your followers. Entire accounts can be removed without recourse, and some governments block platforms outright. If you’re relying on social media as your main marketing channel, you’re at the mercy of forces beyond your control.

2. Impact on Society and Wellbeing

While social media can promote businesses and build brands, its downsides are significant—addiction, misinformation, and reduced real-life connections. I found myself spending too much time scrolling and not enough building my business or fostering genuine relationships. Reallocating that time led to more meaningful connections and better strategies for growing my brand.

3. Gut Feeling

The tide may be turning. Increasing numbers of users are detoxing from social media, citing mental health and time management benefits. Meanwhile, platforms like X (formerly Twitter) and Meta face criticism and financial losses. While some argue social media is still essential, it’s worth asking: Are we holding onto it out of habit or genuine value?

4. The Influencer Conundrum

Influencers dominate social media, but do they actually move the needle for your brand? Celebrity endorsements may bring fleeting attention, but targeted collaborations with micro- or nano-influencers who align with your values can have a more meaningful impact. However, even smaller influencers increasingly demand payment for their services, making it harder to justify the ROI.

5. The Three Stages of Booking Awareness

Social media typically plays a role in the awareness stage of a customer’s journey, sometimes stretching into consideration if they’ve seen your content before. But it rarely influences the decision (booking) stage. Travel planning is fundamentally different from impulse buys in industries like fashion. A beautiful Instagram post might inspire wanderlust, but by the time your audience is ready to book, they’ll likely consult reviews, SEO-optimized content, or direct referrals—not your latest reel.

6. Likes, Loves, and Low Impact

While likes and comments might feel rewarding, they rarely translate into bookings. Focusing on more sustainable marketing efforts, like newsletters or genuine word-of-mouth referrals, ensures your message reaches a more engaged audience. Build relationships with customers who will remember you when it’s time to book, rather than chasing fleeting social media engagement.

7. Do You Really Have That Much to Share?

Unlike industries with endless new products, small hospitality businesses often lack the volume of content to maintain a dynamic social media presence. Is your audience excited to see another corner of your restaurant or pool every week? For local events, social media might work, but attracting overnight guests often requires broader strategies like SEO and storytelling.

8. Lessons from the Giants

Take Booking.com, the world’s largest online travel agent, as an example. Despite having 3.1 million Instagram followers, their page is underwhelming. Why? Because they prioritize Google ads and other channels that deliver measurable results. If social media isn’t critical for a company of their scale, perhaps it shouldn’t be for you either.

9. What Does Work?

Social media can be effective—when used strategically and for the right purpose. Creative campaigns can benefit individual properties or small chains, but always ask yourself: Why am I doing this? What’s my goal? Invest in better SEO, storytelling, and newsletters, which give you control and foster long-term engagement. LinkedIn is another underutilized platform for hospitality—it’s professional yet engaging and free from algorithm fatigue.

10. Stop Following Trends Blindly

Social media trends, like “Top 10” lists, might help with short-term SEO but are often fleeting. Even more ephemeral are viral gimmicks like TikTok dances in front of your hotel—sure, they might grab attention, but will they drive bookings or build meaningful connections? Probably not. Focus on authenticity and originality in your content and strategies. Your audience values genuine experiences and thoughtful messaging far more than the latest trend. It’s better to build a sustainable foundation for your marketing than chase the next fleeting moment of fame.

This approach challenges the conventional wisdom that social media is a must-have for every business. By considering your goals, audience behavior, and the real ROI of social media, you can craft a strategy that truly supports your growth—without being tethered to algorithms or fleeting likes.