Let’s talk about something that sounds completely backwards at first: The best way to grow your business on social media is to stop trying to sell anything.

I know what you're thinking - that sounds crazy, right? But here's what I've been watching play out over and over again. The brands absolutely crushing it right now have figured out that being genuinely helpful beats being promotional every single time.

Even in 2025, with all the tools and resources we have available to us, I’m still seeing it from time to time: a brand that looks like it's stuck in the dial-up era. Perhaps it’s because the owner or founder is “too busy” to make a change. Doesn’t know where to begin. Or their business is still performing well enough that they don’t think there’s a problem. 

You know what I’m talking about here - logos that scream clip art, websites that feel dial-up slow, color palettes that belong in a 1997 PowerPoint. My instant reaction? "Are these people even still in business?"

This week, I saw a prominent industry CEO post something meaningful on LinkedIn. The photos were great… real people, real moments.

But the words? Flat. Generic. Painfully obvious AI.

What’s interesting is that the post still got great engagement, but after reading it… the real people and real moments were sabotaged by hollow thoughts that only AI could generate. 

I’ve been wanting to talk about something that's been quietly shifting under our noses: the way LinkedIn actually works in 2025.

If you're still focused on crafting the perfect post and hitting publish, you're playing by yesterday's rules. LinkedIn's algorithm has completely flipped the script, and honestly? This change is amazing news for those of us in hospitality who understand that real relationships matter more than crafting the perfect content.