Emily Huffer, Social Media Manager at Best Western, discusses her role and the challenges of creating a human connection for a large brand. She emphasizes the importance of influencer partnerships and adapting to shifting social media algorithms. The article offers insights into the day-to-day operations of managing social media for a global hotel chain.

The article warns brands that to thrive in 2026, they need to improve their social media content strategies. It emphasizes the shift from algorithms to authentic connections with audiences, urging brands to focus on video content, emotional insights, and community building. The landscape is changing; brands must adapt or risk being left behind.