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What a 50+% inactivity rate on Twitter means for your resort’s social efforts.

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Yesterday on The Stash I tried to answer a simple question.

Based in the numbers we do have access to – monthly active users and total users – I wanted to see if the ratio there (45% activity) translated to individual resort accounts.

I used last tweet date as my indicator and this is what I found:

Generally, more than half of resort Twitter followers have not tweeted in more than a 30 days.

More specifically:

  • 17.2% have tweeted in the last 24 hours
  • 8.9% within 2-3 days
  • 7.0% within 4-7 days
  • 5.1% within 8-14 days
  • 5.3% within 15-30 days
  • 4.8% within 31-60 days
  • 2.9% within 61-90 days
  • 43.2% more than 90 days
  • 5.7% have never tweeted

But that analysis was for resorts AND hotels including beach and golf and more. So what does it look like with just ski resorts?

Let’s just say there’s not much difference.


If you look at 30 day activity together, ski was 43.5% and the rest saw 43.7%.

What About Averages?
When I pull data like this I often say something along the lines of:

“Remember, these are averages which means that some within this group are extremely high and some are extremely low.”

What’s interesting in this case is how narrow that range is.

For example, only 2 ski areas saw 30 day activity above 60%. On the other side, only 1 resort saw 30 day activity below 30%.

If you’d like to see your resort’s stats, shoot me an email ( and I’ll send your resort’s breakdown over. But even without those specifics, you’re gonna find that the average is pretty dang representative of the whole.

What This Number Really Means
Here’s the thing. We may have a specific number for it now, but it only confirms a hunch many of us have had for a while.

So what does this number mean?

It means that our Twitter follower glasses are half full. How you look at that glass will depend entirely on your team and strategy.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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