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Social Media: One Part of the Ski Industry PR Puzzle

Monday Maine Maven


Happy Monday! Today’s Maine Maven is award winning ski journalist Heather Burke  from Kennebunk, Maine, with over fifteen years of ski news coverage.

Heather’s husband Greg provides ski photos to accompany her work. Heather’s ski review websites, and, have extensive reviews on skiing in New England, as well as the West, and Canada, plus news on the latest trends in skiing and snowboarding.


1.)  Heather, you and Greg embraced Web technology early on for your writing and PR efforts.

What compelled you to jump on the Web bandwagon when you did?

We launched our first ski site,, in 1998 as a resource for skiing families. Our kids were young and there were no helpful sites for skiing families like ours.

We knew the power of the web, and wanted to share reviews of the many ski resorts we had visited and provide tips for teaching your kids to ski.

With Greg’s marketing savvy (he started his marketing agency IMS-21 in 1995) and his photography skills, we developed extensive content for skiing families.

In 2008, we launched  as a sister site geared more toward sophisticated ski travel with reviews of luxury ski resort lodging, heli-skiing, and high-end ski vacations. Our two sites should surpass half a million visitors this year.


2.) How are you using social media today to promote your writing and your PR services?

We use social media to connect with fellow skiers and snowboarders, and also to contact and converse with ski industry peers. Twitter, Facebook, LinkedIn, Google+ and Flickr allow us to spread the word about new ski reviews and our views on skiing.

We can tag the ski resorts in our posts, and direct skiers and riders to our sites with relevant links. Social media is a great way to tease people to visit our websites for the full story.


3.)  Do you feel that social media marketing is effective to help you achieve your business goals?  

Social media is just one piece of the PR puzzle for our ski journalism.

Heather cultivates followers and Facebook fans by providing relevant, relatable content; there is much more to her tweets and posts than just “skiing at Sunday River today.”

Social media engages our ski audience frequently and informally and hopefully directs them to our sites, but the content on our sites and SEO is of greater importance since the majority of our almost 500,000 unique visitors a year are a result of searching the web for the ski reviews and ski tips we provide.


4.) What is your favorite all-time ski area and what other ski areas are you planning to visit this year?

We haven’t met a ski area that we don’t like. Every ski mountain has its own inherent beauty and natural features.

One of our favorites is Big Sky in Montana – which is a sister resort to Sunday River and Sugarloaf here in Maine. We recently visited Wyoming and loved the cowboy culture and spectacular scenery of the Grand Tetons, and the skiing at Jackson Hole and Grand Targhee.

We are very excited about visiting Austria later this winter, so you can look forward to European ski reviews on our sites coming soon.

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