100%. I recently had to research scuba diving centers in a city I’ll visit soon, and part of my criteria was to check how recent their Google Maps comments were

100%. I recently had to research scuba diving centers in a city I’ll visit soon, and part of my criteria was to check how recent their Google Maps comments were, and how active their Instagram was. Some diving centers are the center of a community of divers, who will follow and comment on their pictures… while other are more commercial endeavors for tourists that just post on a schedule and no one cares about it. Social media activity is also a good way to deduce if they’re active, positive and growing their business or if they’ve checked out and entered “maintenance mode”.