One of the most common things I hear from local business owners is:

“I just don’t see the ROI from social media.”

Totally fair. When you’re dealing with staff, inventory, weather, and the chaos of a traveler economy, anything that doesn’t clearly pay off can feel like a distraction.

The problem is usually not that social doesn’t work—it’s that the way we’re measuring it, or using it, doesn’t line up with how it actually delivers value.

This week, let’s strip “social ROI” down to what it really is in Tahoe–Truckee.

Likes Don’t Pay Rent

It’s easy to stare at the wrong numbers:

• Likes
• Follows
• Reach
• Views

They’re not useless—but they’re not the point. They’re signals, not outcomes.

What actually pays the bills?

• Orders
• Bookings
• Repeat visits
• A stronger brand when it’s time to sell

One of my West Shore clients—a small market and deli—didn’t win because they “grew engagement.” They won because their customers changed their behavior. People started ordering sandwiches and pizzas online instead of just “seeing what they had.” Winter became more predictable. Lines got shorter, but orders didn’t.

That’s ROI. It showed up in smoother days and stronger seasons, not just dashboard screenshots.

Where the Return Really Shows Up

Social media returns value in three simple ways:

Revenue. Someone sees you, chooses you, and spends money with you. They see your post, remember your name, or spot your ad while they’re deciding where to eat, rent, or shop. You become the answer instead of the afterthought.

Efficiency. Your posts answer simple questions before the phone rings: hours, conditions, availability, and how to order. That saves your staff time and reduces friction for customers.

Brand Value. A business with a strong, active online presence feels more “real,” more stable, and more investable—both to customers and to potential buyers. A quiet brand feels like a question mark. A visible one feels like an asset.

You can’t always tie those things back to a single post or ad, but you can absolutely feel them.

A Simple Way to Start Seeing ROI

You don’t need a fancy analytics stack to get a grip on your return. You just need to pay attention on purpose.

For the next 60–90 days, try this:

Once a week, jot down a few things:

• How many times did you post?
• Did you run any ads?
• How many online orders or bookings did you get?
• Did anyone mention social when they called or walked in?

Then look for patterns:

• Do certain types of posts (today’s special, conditions, “order online”) tend to line up with busier days?
• Do you hear “We saw you on Instagram/Facebook” more when you’re consistent?
• Did an ad bring in people clearly outside your usual local circle?

This doesn’t need to be perfect. The goal is simply to move from guessing to noticing

What ROI Looks Like in a Traveler Economy

In Tahoe–Truckee, ROI doesn’t always look like a straight upward line. It often shows up in quieter, but very real, ways:

• A shoulder season that isn’t as scary as last year
• Fewer “dead” days when the weather flips
• Better winter bookings because you stayed visible while planners were researching in fall
• Less chaos because people know how to interact with you—when to come, how to order, what to expect

I’ve seen businesses commit to one or two posts a week plus a simple geo-targeted ad each season. No drama, no trends. After a few weeks, they start hearing “We saw you…” more often. After a season, their worst days aren’t as bad, and they’re simply not invisible anymore.

That’s ROI. It’s not fireworks. It’s momentum.

From “Is It Worth It?” to “How Do We Use It Better?”

If you’ve been asking, “Is this worth it?” I’d invite you to tweak the question:

“How do we use this better so the return is obvious?”

Because when your social:

• Shows that you’re open now
• Makes it clear what you offer today
• Gives people an easy way to call, order, visit, or book
• And is supported by simple, intentional ads instead of random boosts

…you start to feel it in your numbers and in your days. More clarity. More flow. Fewer surprises.

Social media isn’t magic. It’s a tool. But when you use it with intention, it stops being an expense you resent and starts becoming a channel that actually pays.

Beyond likes, into revenue. That’s the shift.

If there’s a topic you’d like to hear more about, comment below or send a direct message, and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike. I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold Master Creator

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