For my individual client, the best social networking sites or tools fall into a hierarchy. There are a couple social networking tools that are approximately equal in their impact and offer similar methods, and there is a tool that will provide an augmentation to those primary tools.

Facebook and Twitter are the tools best suited to Roundhouse's needs. Either of these provide the opportunity for Roundhouse to keep customers aware of new products and mid-season introductions from the manufacturers, as well as the conditions on the mountain trails. If Roundhouse includes a strategy to have more customer events relative to each of the key activity seasons these tools could be used to talk about the events and gather feedback. Additionally, these tools can be used to gather candid customer comments about gear offerings or experiences on the mountain with different equipment - from skis to bikes to rafting gear. Further, both of these tools offer Roundhouse the opportunity to feature short-term promotions (they can tweet "20% professional tune today only" on a Tuesday or something akin) and also to feature employees that get recognized by customers for delivering a great experience, or recognizing customers that have hit some achievements like 20 ski days in the month of January.

Youtube offers the opportunity to provide visual stimulation associating Roundhouse with the excitement of these sports. The great thing about all of these is they are experiences in and of themselves. Providing people the opportunity to get a visual stimulus of their memories of the last time on the mountain, or able to post their own videos and tag Roundhouse as the equipment provider can really get people constantly engaged about the activities, year-round.