Use Facebook to anchor your social media outreach

Your resort is making a significant  effort to create Social Media Buzz simply because it works to attracts new guests and brings them back. In this post I take you through setting up a Facebook page so you can jump on this bandwagon. Giving you a place to generate your own buzz about how great it is to take a lesson with you.

Interaction vs. Your Bragging Rights
Some resort websites feature a page with instructor profiles. This helps market their staff, but it fails in one important category: Instructor-student interaction. Some instructors do it themselves and create their own web pages. This is a step in the right direction, but they must face the challenge of gaining meaningful exposure and producing enough attractive content. Many instructors post their credentials and bragging rights, but client interaction and that important stream of comments and likes from your guest’s friends is conspicuous in its absence.

Your Students Want to Share Their Experience
And they are doing it online. Ski resort management understands this. Want to track your vertical, measure elevation, count your calories? There’s a ski app for that, and people are using them on their social media networks. These devices, however do not have a feature that lets students talk about what they learned at ski school. All these social media plays are integrated into Facebook so items can easily flow into your guest’s news stream.

Photo of Ski Instructor with kids

Having a great time at the Beav.

The Facebook Advantage

Facebook offers a free web presence for the instructor, with social media engagement and integration with your resorts efforts built in. Your students are on facebook . By creating a ski instructor profile on Facebook, you connect with your clients, as well as their friends. Dave Wasserman’s page at VailSkiInstructor is a good example of what you can do with a little effort and its free!

Step-by-step Facebook Set-up
1. Choose a vanity URL, such as SkiTipsfromJoe.
2. Create a Facebook page.
3. Add photos that show you interacting with students.
4. Invite students to friend your page.
5. Ask questions that encourage answers. Example: Are you afraid of moguls?
6. Answer the questions and encourage discussion.
7. Post content in the form of articles, images and videos.
8. Write an opening paragraph about the content. Ask a question that sparks discussion. Never post naked links without including an introductory paragraph.
9. Include a call to action that encourages members to share your content. They are not just doing you a favor.

An article on explains how sharing content enhances self-fulfillment. Shared content improves your “webutation,” and strengthens your position as a thought leader in the ski instruction universe.

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  1. […] Social Customer Relationship Management. Whether you plan to join the community, or set up your own ski instructor social media page, this article shows you how to interact with students online and grow your ski teaching […]

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  5. […] of branding. Once you establish your ski intruction brand, make it visible on your social media profile. Offer written content that describes your ski teaching philosophy. Embellish your posts […]