Part 3 of the “Wake Up Your Marketing” Series

I hear this line a lot:

“Oh, our social media is handled.”

Usually I smile, nod, and then, later, I do what I always do—I go look.

What I often find is something like this:

• Last post: 5–7 weeks ago
• A holiday post before that
• An event from last season
• No paid ads

In other words, the intention is there, but the follow-through isn’t. Or they really do not understand the power of Social media in our traveler economy.  Social media isn’t so much “handled” as it is “on pause.” And in a destination market like Tahoe–Truckee, that quiet can cost more than most businesses realize.

Social media isn’t just a marketing extra anymore. For a lot of your customers, it’s their first impression of your business. It may be the ONLY impression they see in a weekend. Would you drive over to a restaurant that is showing summer cocktails and salads on the deck? In November?

Your Feed as a First Point of Contact

Before someone drives to your door, they look you up.

It might be from a rental condo, a hotel room, or the passenger seat while someone else is driving. Phone in hand, they’re asking:

• “Are they open today?”
• “What’s it like there right now?”
• “Is this somewhere we want to spend our time and money?”

They’ll check your:

• Instagram
• Facebook
• Google Business Profile and reviews

They aren’t just looking for pretty pictures—they’re looking for signs of life and signs of care.

If your last post is weeks or months old, it doesn’t automatically mean you’re closed. But from a customer’s point of view, it makes things unclear. And when there are a dozen other choices nearby that do look current and active, most people will go with the option that feels more present.

What “Handled” Actually Means Now

Somewhere along the line, “handled” started to mean “we’ve posted some things.” In 2025, that bar is just too low.

“Handled” social media doesn’t mean:

• Posting only on holidays
• Sharing once in a while when there’s an event
• Occasionally boosting a random post

It means there’s a basic level of consistency and clarity that tells people:

“We’re open, we’re active, and we’re paying attention.”

For many small local businesses, that looks like:

• At least 1 post per week on your main platform
• 2 posts per week if you want to stay top of mind
• Posts that reflect what’s happening now—this season, this week
• Simple calls to action: call, order, visit, book

This doesn’t require a full content team. It requires a realistic rhythm that fits the way you run your business.

Here’s an example of a simple, sustainable structure:

Post #1 – “Right Now” Hours, conditions, specials, what’s fresh or new “Fresh pastries this morning,” “Storm rolling in—gear ready,” “Bluebird day and coffee’s on.”

• Post #2 – “Experience” A quick photo of the space, your team, or a customer moment (with permission) A view from the window to show the season.  A short caption with a next step: “Order online,” “Call ahead,” “Walk-ins welcome.”

Nothing fancy. Just steady, current, and useful.

What a Quiet Feed Signals

When your feed goes quiet for weeks, a few things can start to happen—none of them intentional, but all of them real.

1. Uncertainty for Customers

If people aren’t sure whether you’re open, updated, or active, they may hesitate. Most won’t call to check—they’ll simply choose the business whose online presence feels clearer and more current.

2. Missed Opportunities

In a visitor-driven market, timing matters.

For example: one of the resorts I worked with let their ads and post go dormant in October. He just wanted to take a break it seemed natural for the shoulder season. It was a busy summer and he felt what’s the harm?  This was fine for a couple of weeks until I noticed the increased number of searches that were happening across his feeds. This alarmed me and I dug into research mode. These were the Jan - Feb people researching their winter bookings. This paused created a gap in his winter bookings that we played catch up all winter.

In Tahoe there are two kinds of Travelers.

1. The researchers that book in advance every waking moment.
2. The People who are here for a few days, making decisions in the moment.

If your last post is from another season, your business may never even enter their consideration set.

3. Perception of Momentum

Potential employees, partners, and even future buyers also look at your online presence. A very quiet feed can give the impression that things are stagnant, even if you’re actually working hard behind the scenes.

None of this is about blame. It’s about aligning the reality of your business with the story your digital footprint is telling.

Get To The Surface

When Social Is Quiet, Customers Are Too

Social media isn’t just about chasing views or playing with the latest trends. For local businesses, it’s a practical communication tool.

In a place like Tahoe–Truckee, where people travel, explore, and decide on the go, your digital presence is part of the experience you offer. It lets people know:

• You’re open
• You’re paying attention
• You’re ready for them today

If your social has gone quiet, your customers may quietly pass you by.

Waking up your marketing doesn’t require a complete reinvention. Often, it starts with something simple: showing up regularly, saying what’s current, and making it easy for people to choose you.

Next week: “The Re-Education of Local Business” — looking at how updating the way we think about marketing can unlock better results from the tools we already have.

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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