When the camera takes a reading of the scene it tries to get a midtone grey, so when photographing a white scene it can make it look a bit grey rather than white. To compensate for this you increase the exposure, so the picture looks more white.
To be honest I don't do this for snow shots as I find the camera does a pretty good job on it's own. Only a small tweak in curves is all I usuall need. After taking the shot I check the histogram on the camera and adjust exposure compensation as required.