I want to keep this relevent to Airbnb. How I’ve changed is that I don’t use socail media. Or if I do, it is in a managed and limited way.
I also don’t wear t-shirts with a logo from a company on them, because I’m not a billboard.
Since I have a background in IT and information science businesses in my small dusty town ask me,
“How do we use social media to sell our goods and services?”
When I tell them that marketing research shows that thier are better ways to use your time & labor to market your product- they stare at me mouth agape. Because that’s thier only plan. Some small town high school graduate posting, ‘have a great day,’ on Facebook.
I say “the average Facebook user is a high school graduate single mom who lives at the lower income level, is that the demographic that you are marketing your business to ?”
Again, they stare at me - shocked by the fact that thier marketing plan is not reaching the demographic they wish to sell thier product to -
(I don’t market my Airbnb on Facebook, not my clientel)
Its an uphill battle to convience leaders of organizations that there are more effective ways to market then Facebook and socail media. And, these people have zero marketing ideas outside of post,
“Have a great day” any and all socail media platforms.
Everyone is self-aware and marketing on Social Media - and everyone is aware that they are being marketed to.
The truth is that if you look at the research - socail media is the least effective marketing tool in your toolbox.
Daniel Pink has a older book,
“To Sell is Human,” which is a good resource on this topic.
(PS: I like to make spelling and grammer errors - so people know they are talking to a human being)