Skiers question snow resorts' social media 'spin'

Snow sport enthusiasts are losing their trust in social media reports of snow cover from Australia's ski resorts.

Writing in BRW magazine, Misa Han suggests that "reports of excellent snow cover in Thredbo, Perisher and Mt Buller have left a flurry of powdery promises on social media."

Han added "Thredbo’s Facebook post promised 'another absolutely beautiful day!' and Perisher’s Facebook page showed two snowmen looking over snowy hills 'ahead of a bluebird day'.

"Ten years ago, people looked at the snippets of the weather report to see how many lifts were open.

"Now, ski resorts create content for Facebook, Instagram, YouTube channels and smartphone apps.

"(However), some skiers are starting to question the snow industry’s content."

Han quotes Sydney University Ski Club President Subski Quinn Stobbs as stating that she often distrusts ski resorts’ content and relies on friends for an accurate picture of conditions.

She adds "unofficial social media sources have echoed skiers’ scepticism of the snow media. Thredbo’s independent Twitter account @ThredboSnow which promised 'no lies, no hype, no spin', would report to its 1,200 followers on the actual state of the snow until it was apparently sold to an unknown bidder on 13th July last year.

@ThredboSnow's last tweet read "we have sold this twitter. This our last tweet. Seems truth has a price. Cant say who to but you can guess. SOLD."

At independent site ski.com.au people discuss the weather in real time.

At the forefront of the snow industry’s marketing are snow­reporters, marketing professionals employed by ski resorts to cover the weather, conditions of runs and events.

Large ski resorts such as Thredbo, Mt Buller and Perisher have teams of snow reporters. Emma Ralph had a run as a snow reporter at Thredbo in 2012 before landing the gig as Totally Wild presenter at Channel Ten.

Mt Buller spokesman David McNamara says the snow reporters used independent information and never played tricks with people.

McNamara told Han "there is a natural scepticism when it comes to snow reporting, we realise trust with skiers and snowboarders is the most important thing.”

A recent Australasian Leisure Management news item, Snow Arrives at NSW Ski Resorts, led Facebook responses questioning the snow depth.

Click here to read Misa Han's report, Skiers cynical social marketing is just a snow job, on the BRW website.

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