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Lebanese Tourist-Related (TR) businesses fall far behind the developed world in investing and using SMM. Since there are many benefits of SMM, why is this so? Also, to catch up to the rest of the world, what is the most effective way for Lebanese TR businesses to deploy an SMM campaign? So, it was the study's purpose to find reasons linked to such low investment & use of SMM by Lebanese TR businesses and to help guide these businesses in effectively using SMM. Towards this purpose, the study used in-depth interviews with ten participants from ten different companies. Five companies had high social media 'visibility' and the other five didn't. So, the participants' answers provided very useful information and solutions for the research problem. The results found that among the most relevant factors of little SMM investment & use by Lebanese TR businesses are that many don't see benefits to using SMM and so don't support it. The results also provided useful information on factors for effectively implementing SMM by Lebanese TR businesses.