In the last two years, social media marketing has shifted more than it did in the previous ten. The reason is simple: AI.

The tools got smarter. Content got faster. And the bar for what “good enough” looks like jumped almost overnight. Big brands are running AI-optimized ads. Platforms are testing headlines, images, and calls to action in the background for them. And to bring it home, the move to mobile has hit the tipping point. In our tourist area, people don’t wait to get home on their computers. Their phone is the primary tool when traveling.

For local businesses in a traveler economy like Tahoe–Truckee, that means this: the way we used to think about marketing isn’t enough anymore.

This isn’t about panic. It’s about re-education—updating how we think about social so the tools we already have can finally work for us.

How AI Changed the Landscape

AI didn’t just make it easier to create content—it flooded the feeds.

Your customers are now scrolling through more posts, more ads, and more noise than ever. If your social still looks and behaves like it did in 2019—square videos, fuzzy photos, no clear call to action—it gets buried next to sharper, more current content.

And yet, AI has limits. It can’t:

• Stand in your shop on a storm day and show real conditions
• Capture the vibe of your patio, your dock, your deli line
• Tell true local stories from Tahoe–Truckee

AI is good at “average.” You’re good at specifics. That’s your advantage.

Old Beliefs That Need Updating

What holds most local businesses back isn’t a lack of tools—it’s outdated beliefs. I hear versions of these all the time:

“If we do a good job, word will get out.” Quality still matters. But “word” is now often a shared post, a tag in Stories, or a review. Service is the base. Social is how people discover and share it.

“We’re small, we don’t need to be online.” In a destination market, being small is exactly why you need to be findable. Visitors don’t know the local legends yet. They know what shows up on their phones.

“We tried social once; it didn’t work.” Usually, this means a few scattered posts and maybe a random boost. That’s not strategy—that’s dabbling.

From here on out, the question isn’t “Should we do social?” It’s: “How do we use it in a way that actually supports our business?”

Social Media as Part of Operations

One of the biggest mindset shifts is seeing social media not just as promotion, but as operations.

Used well, social can:

• Answer basic questions before the phone rings (“Are you open?” “What are today’s hours?” “Do you have rentals?”)
• Train customers to order online, book ahead, or call before they come
• Smooth out busy periods and shoulder seasons
• Keep you in the conversation between visits

That small West Shore market and deli I work with didn’t grow by chasing trends. They grew by using social to show what’s fresh, remind people to order sandwiches and pizzas online, and make it easy to understand how to buy from them—today

Simple, consistent posts became part of how the business runs, not just how it “promotes.”

From Hope Marketing to Smart Marketing

A lot of businesses are still stuck in “hope marketing”:

• Post when someone remembers
• Let feeds go quiet for 5–7 weeks
• Hit the Boost button and hope the right people see it

Smart marketing looks different. It asks:

• Who are we trying to reach—locals, planners, in-town visitors?
• What’s the one thing we want them to do—call, visit, order, book?
• When are they most likely to be looking?
• What do they need to see to feel confident choosing us?

From there, social posts and ads become tools with a job, not random noise

A Simple Re-Education Plan

You don’t need a total reinvention. You need a new frame.

1. Accept that digital is part of the job. Like payroll, staffing, or stocking. It’s not extra. It’s how people find you.

2. Choose one primary platform. Instagram, Facebook, or Google—pick where your customers naturally look first. That’s home base.

3. Commit to a realistic rhythm. For 90 days:

• 1–2 posts per week
• Current season, current offerings
• Clear calls to action: call, order, visit, book

Not perfect. Just consistent and useful.

4. Add simple, intentional ads. When you’re ready to go beyond boosting:

• One small campaign per season
• Clear goal: awareness, traffic, or conversions
• Geo-targeted around Tahoe–Truckee and key drive markets

5. Measure what really matters. Pay attention to:

• Website visits
• Online orders or bookings
• Calls that start with “We saw you on…”
• In-person mentions of your posts or ads

That’s your modern “word of mouth.”

Get To The Surface

The ground has moved under our feet. AI, mobile, and traveler behavior have changed what “normal” looks like online.

You don’t have to become a full-time content creator. You do have to be:

• Findable
• Current
• Clear

From hope to smart marketing is really this: Stop leaving it to chance. Start using the tools with intention.

That’s how local businesses not only keep up—but stand out.

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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