Social media marketing – the ever evolving medium
Thinking about jumping into the social media world? It can be daunting to say the least because things change so fast. New applications launch daily and the existing ones evolve and add new features. In the past 12 months we’ve witnessed the debut of Google+ and the introduction of Facebook Timeline. Even the Merriam-Webster Dictionary moved into the 21st century of technology last year when they added the words “tweet” and “social media.” The dictionary company is a little late to the game as the The Oxford English Dictionary had already added “tweet” and “retweet” along with “sext” while the Collins English Dictionary had already added “Twitter” as a verb and noun way back in 2009.
It’s clear that Blogs, Twitter and Facebook are the most popular forms of social media. But is it enough for a winemaker just to have a profile on these platforms to make a presence for their label? The answer is No. The goal here is to produce quality content, find and engage your fans, build relationships, inspire word of mouth… and actually have a little fun while doing it!
I don’t have a tasting room – how will Social Media sell more wine?
There are a number of ways Social Media can help your marketing and distribution efforts. Content and activities such as an active blog, videos, and “Twitter Taste Live” events (such as the successful St. Supery East Coast Wine Tweetup Tourin 2009) bring wine lovers together to taste and celebrate your brand. Drive people to your website by linking blog posts to Facebook and Twitter or with a QR code on your label.
Your label becomes your virtual storefront
Can I hire someone to do this for me?
Yes…and no. It’s always a good idea to get some coaching before jumping in. However, keep in mind that social media is transparent and full disclosure is critical. You wouldn’t send someone to a networking event and tell them to pretend to be you, would you? If you decide to hire someone or an agency to be in charge of social media, make sure they sign their posts and disclose to the audience who they are and why they are engaging with your audience. They also must understand the strategy behind your marketing campaigns, vision and goals. Creating a Facebook or Twitter page and occasionally putting out generic, one-way messages is a waste of time and nobody will pay attention to it.
To properly engage with your consumers online and create quality content you need someone dedicated; someone who understands how all the social media platforms work together. I’ve seen a small wineries give this task to a staffer who already has enough on their plate. Unfortunately, as with any project, you only get back what your able to put in. Instead, consider tasking your social media marketing to someone who has a firm grasp of all the platforms and applications, who is able to keep up with the ever evolving technology and trends, who has a passion for the wine industry, who cares about your wine, and can approach the brand from a consumer’s point of view.
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