Conclusion

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Both Vail and Aspen/Snowmass have been around for decades and have constantly been marketing to potential skiers and riders. As technology has evolved, so has these two mountains marketing strategies.  Both companies make an active effort to stay relevant on a multitude of social media sites. They both produce high quality content that is good at capturing and engaging it's audience. And they both engage in conversations involving their mountain. Although they are similar in these aspects, it is clear that Vail is consistently one step ahead of Aspen/Snowmass.

When looking at the two companies side by side in terms of total social relevance, Vail is by far more socially influential. Vail ranked higher then Aspen/Snowmass in all 4 digital marketing touching points: Strength, sentiment, passion and reach. One very strong touching point that Vail excels at is Passion. Vail has a 57% passion rating. The passion rating is an extremely valuable number in todays marketing environment because loyal customers are the best spokespersons any company could ask for.

 Vail also proved itself much more successful on Facebook, Youtube, Twitter and their Official Blog. Vail was able to out-perform Aspen/Snowmass on these platforms by taking a more professional stance on social. Vail participates in almost every conversation on every platform. Aspen/Snowmass needs to spend more time focusing on relevant posts and comments to further engage it's audience. Aspen's posts and comments often came across as immature and unprofessional which takes away from the valuable information.

Overall, Through numbers and content analysis it is clear that the winner of the Rocky Mountain Showdown between Vail and Aspen/Snowmass is Vail. Vail displayed excellence on more platforms and appealed to more people through its engaging and informative content as well as it's interactive and professional responses. Both companies fought hard but only one mountain can reign supreme.