Is a One-Time Build Out of Your Resorts Facebook Timeline Wasting Valuable Content?

Many resorts have already built out their Facebook Timeline’s with interesting facts, stories, milestones, and upgrades. As a lover of all things ski history, it’s been fun to see this mix of the old and the new filling my news feed during the last few months.

But that “filling” is exactly what I’m worried about and, if I were in your shoes, might consider doing differently from here on out.

I Love Brundage
I absolutely love Brundage Mountain Resort and the nearby town of McCall, Idaho. It’s one of the most beautiful, relaxing places I’ve ever been. So, when the resort started building out their Timeline, I was glad they were showing up in my feed.

Within an hour two, nearly 10 items from Brundage showed up. On one hand I was surprised that so much content passed the EdgeRank check and was being shown. On the other hand, my marketing side wondered if may there is a better way.

Slow Drip or Full Throttle?
If you haven’t yet built out your timeline, or if you stumble accross more content you plan to add, I’d consider slowly adding these facts and photos over time instead of all at once. I think this would do a few things.

• Give each piece of content the best chance to be seen on any given day. If EdgeRank is going to let this much through, putting it next to 8 other pieces of content from your resort may cause some of the best stuff to not get noticed. It’s the same principle behind large photo albums. You may have a great photo in spot #28, but the odds aren’t good I’ll make it there.
• If that holds true, the “slow drip” could get you more engagement on each piece. Consistently higher engagement over time means each piece you share after that has a higher chance of being seen.
• This method would also give you content for those summer days when there’s nothing else to share. Rather than go a few days without posting, building out your Timeline is a great way to keep unique content coming.

It’s not a guarantee to double engagement of get massive visibility on each piece, but I do think it would help.

Gather all the content you need but build it out slowly. Give each piece of content the focus and attention it deserves and keep a stash of quality stuff you can share on slow days and weeks.