A: All of us in the snow sports industry are lucky that we sell fun. We aren't selling trash-can lids or cat litter. Our customers want to engage with us. Our biggest challenge with social media is time. We all wish we had more of it, but we need to remember that those few minutes we spend creating a social media post is time that is well-invested. If you are just beginning the process of developing an online presence the best advice I could give is to seek help, advice and guidance from someone who knows more than you do. Most of us have kids, employees, friends, etc., who are masters at their own social media and who know how to take good pictures, write good posts, and how to be engaging. If you aren't the creative type, seek help.