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D rones, satellites, lasers, machine learning and pages that have included those keywords in their page posts

and articles, posts from friends (as far back as your friends
artificial intelligence, home devices that track your
have been on Facebook), videos, events, interests, and more.
every movement, virtual reality, the control of
Telecom infrastructure wireless networks, cen-
sored online experiences…. Does this remind you a little of TIPS
Skynet, the omnipotent AI system that brings about world Review your top keywords for your website and use them
destruction in the Terminator movies? on your Facebook page too. Provide complete company
In reality, all of these technologies are currently being keyword-rich information in your description. Also, make
used at Facebook. Over the last decade, what started out sure you are in the SEO category (how you classify what you
as a place to share cat photos has turned into a ubiquitous offer) that will increase the odds that your page will show up
virtual communication network of 1.79 billion—that’s right, in searches.
billion—active users. And, as with any other technology, Consider adding links (where appropriate) in the long
Facebook continues to evolve in ways that even its description and Products section too. These are great places
originators may not have envisioned. to include links to product category pages, your About Us
Take, for example, the massive new solar-powered page, or other landing pages.
Aquila drone the company is about to launch. This giant
high-altitude device (with a wingspan of 113 feet) will soon Video Gets Noticed
bring consistent internet access to people living in the most Guests who associate your resort brand with an experience, a
remote, “unplugged” areas of the planet. This and the other memory, or a sentiment are more likely to feel an affinity for
technology Facebook uses to connect people on a global the brand and visit the resort more often. Video communi-
scale is changing at such a dizzying pace it’s hard to keep up cates a story better than anything, be it a rider carving turns
with it, unless you’re a major techno-geek (or, ironically, a in glistening powder or a little kid laughing with an instruc-
computer). tor in the learning area.
Many ski areas do a good job of staying abreast of More than 100 million hours of Facebook videos are
technological advances so they can remain competitive in watched every day, which means a lot of people are seeking
how they connect with customers and convey a desired out footage rather than still imagery. With that in mind,
image of the resort. That said, despite investing time and brands are encouraged to create video content in an attempt
resources into managing their Facebook presence, areas may to be relevant and engaging with their audience. And, as
not be using this resource to its fullest potential. more users consume content through their mobile devices,
Let’s review some of the most recent and relevant it’s important to develop video content that is both short and
developments with this social media giant, which is evolving appealing.
into something more akin to the internet itself. These “Facebook will be definitely mobile in five years… and
recommendations take into account the way the Facebook will be probably all video too,” forecasts Nicola Mendelsohn,
platform has changed recently, and highlight the features Facebooks’ vice president for Europe, Middle East,
and strategies that marketing staff should consider using and Africa.
going forward. Live videos can build an instant connection between the
resort and the users. A lot of resorts now use live streaming
Keywords Are Key to truly showcase their mountain and its personality,

SEO (search engine optimization)—the core function of going beyond the traditional ways of promoting products,
Google, Bing, and Yahoo—now also applies to social chan- services, and culture. Live video is a way for businesses and
nels for social engine optimization. With the full rollout of individuals to broadcast to the world in real time from their
Facebook Graph Search, Facebook now operates more like desktop, mobile devices, or through an API (application
a traditional search platform such as Google. Previously, programming interface).
the only searchable content was your own or your friends’ Facebook Live streaming videos are generally watched
content; now, it’s unlimited within the Facebook platform. three times longer than regular, pre-recorded videos,
That means keyword-rich content is critical if you meaning that resorts should consider embracing this
want your resort page and posts to appear for guests using preference for real-time, spontaneous visuals, and look at
Facebook’s search. For example, by entering “ski season pass how they can build such production and viewing into their
deals” in the search area you will see results from business editorial calendars.

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