NEW YORK (AdAge.com) -- Social media is playing a major role in accelerating the decision cycle of consumers who patronize ski resorts. As a result, one of the country's largest such companies -- Vail Resorts -- has abandoned its long-time advertising strategies and practices and built a new in-house marketing operation that uses social media and other digital venues to constantly engage skiing enthusiasts in real time. CEO Rob Katz explains the dramatic changes.