Overall Social Presence

In order to measure Vail and Aspen/Snowmass' overall social presence we have to look at the big picture across all social platforms. Just a couple years ago this would have been painstakingly difficult to figure out. Now, thanks to a software called Social Mention, we are able to see real time data about the two companies activity online. Social mention provides information in 4 main social touching points and are defined as follows:

Strength- is the likelihood that your brand is being discussed on social media. A very simple calculation is used: Phrase mentions within the last 24 hours divided by total possible mentions.

Sentiment- is the ratio of mentions that are generally positive to those that are generally negative.

Passion- is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if your have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher passion score. Conversely if every mention is written by a different author you will have a lower score.

Reach- is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.

I compared Vail and Aspen/Snowmass using Social Mention and found the following results.

Aspen/Snowmass

Vail

As you can see above, Vail measures superior on all 4 social media touching points. Vail is 20% more likely to be being discussed about on social media then Aspen/Snowmass. Aspen has a strong sentiment of 17:1 but it does not compare to Vail's 27:1 good/bad ratio. Vail only has a 9% larger reach then Aspen/Snowmass which seems low when taking into account how many more Facebook likes Vail has compared to Aspen/Snowmass. Vail again proves it's superiority in the passion category with a staggering 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. It is clear that Vail reigns supreme over Aspen/Snowmass in it's overall social media influence. But let's break it down by social platform to further understand why these numbers are the way they are.