Even though I have been doing this site for almost 20 years, I actually do not consider myself to be much of an expert when it comes to marketing on the web. I do think that the natural progression will be to video, but it has it's limitations too.
I do believe that just like everything, things come and go. Discussion boards were hot years ago, but have fallen victim to other social media, especially the Book of Faces. It may seem hard to believe, but eventually FB will start to dry up, although there does not seem to be much sign of it yet.
I am working on some new stuff for the site that will be rolled out in time for this upcoming snow season that I think a lot will like and hopefully increase the engagement of folks on the site. My viewership has not really gone down at all over the years, as most visitors come to the site for the forecasts and cams and FB has not figured out how to steal internet traffic from things like that!
Bottom line is, you need to keep your feet moving if you are involved in the web, or you get old/dated quickly. I felt that I did not keep up with things as good as I could until about a year ago when the site remodel took place and also laid the foundation for additional features.
-John