Dave recently spoke at the ski resort convention for New York and Pennsylvania (SANNY/PSAA), and posted both summary, followup comments as well as his portion of the presentation (shared with Mark Shipley of Wanderlust). One of his main points: Consider many resorts have 10,000 Facebook fans. Average user has 130 friends. That's a word of mouth network of 3Million.
Hire someone in-house to produce the content that will connect with these people: WOM influencers. Turn them into brand advocates... reward them. More at www.propdave.com