She spends a lot of time hunting around on the web in the evening collecting material (not this) that attracts a lot of followers, and she asks for gems from local photographers. I think she has over 14000 followers on BookFace now and replicates stuff to Twitter I think. Her social media marketing is a very big draw and takes constant work, collecting images and writing up posts about stuff about wildlife, landscape and culture amongst other topics. So she is even working in the evening too.