Webinar | Your Best Content Is Invisible: Why Organic Social Media Is Failing Attractions

Attractions invest significant time and resources creating high-quality social media content, yet much of it never reaches the audiences operators care about most. Algorithmic changes, declining organic reach, and the reality of tourist behavior have fundamentally altered how social platforms work, especially for destination-based businesses. This session examines why organic social media alone is no longer a reliable way to reach visitors and how attractions can adapt without abandoning authenticity. Attendees will learn how platform algorithms prioritize content, why non-followers rarely see organic posts, and how strategic paid amplification can ensure strong content is actually seen by potential guests.

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About the Speaker
Kevin McNulty is co-founder and president of NetWeave Social Networking, a digital marketing agency in Palmetto, Florida. He has been speaking and consulting on generative AI since the release of ChatGPT in 2022. He is also a professor of digital marketing at State College of Florida and has been a featured speaker at TEDx Bradenton. He has guest lectured at the University of South Florida, the Ringling School of Design, New College, and St. Leo University, and is a frequent speaker for dozens of professional associations.

Kevin sits on the Board of Directors of the Florida Festivals & Events Association, and the Manatee Chamber of Commerce’s Technology Committee. Before co-founding NetWeave in 2009, he worked for over 20 years in corporate training and communications, served in the US Army, and earned his degree in psychology from California State University, Fullerton.