Wine & Social Media Success

Author: Wine Web Dr.  //  Category: Wine and Social Media

winewebtiltsmlAs I study more of the wine industry’s use of social media it becomes clear that very few people in the industry use it effectively.  Hence, in an effort to be proactive and help the wine industry with social media, here are some observations and helpful hints to make it work for you.


billboardwine

1. Social Media is NOT a FREAKIN billboard!

If you want to be unfollowed quickly(Twitter), or have your status update hidden(Facebook), or have your profile removed from your social network…advertise like it’s a billboard.  It is the quickest way to abuse social media, remember this isn’t about you or your business this about other people.  Just because you think you have a great deal, people do not join social media so they can find a great deal.

2. Information is good, but too much information, is boring.

I understand that social media, especially Twitter is a great place to find snippets of useful information.  In moderation it is extremely useful. The problem with being an information source is that you can over do it.  If all you do is provide information in the form of some link you take the risk of becoming boring, uninteresting, and quite frankly unfollowed.  Remember this is social media, with emphasis on the word “social”.  If you will not be “social” than you just are “media”, and we have enough media.

3. The wine industry social media hypocrisy.

HypocriteIt is interesting to me that when we think of wine and people who drink it, sell it, or make it, it brings a smile to one’s face.  It is a social event.  It is actually quite the psychological phenomenon.  It is hard to think of drinking wine without being social and happy.  The hypocrisy in the wine industry is they ignore that in social media.  There is one thing that makes the wine industry unique to any other beverage industry…the social aspect of wine.  It would seem to be a perfect fit if done correctly, a high “social” industry in “social” media.  Stay true to the emotional aspect of your industry.

4. You must have patience with social media

I know that we are living in tough economic times.  I am not unsympathetic to that fact.  I know we all feel a sense of urgency.  However, you need to understand that social media is not an overnight, get rich quick medium.  There are many variables that must be considered, such as, how often do you update, what type of updates you post, how many comments do you make etc. There is also a great deal of testing that needs to be done.  You must be patient.  You also must be willing to say to yourself, “this isn’t working”.  However, rather than eliminate social media, you need to alter your social media strategy.

keys5. Three keys to Social Media success… the “3E’s”, Engage, Experience, Education

Engage: This is the most critical component. If you only practiced one “E” you would find that “engaging” will provide you with the greatest benefit.  Engage literally means that you communicate with other people in your network.  Practically this means that you comment on things people comment about.  Yes I know people will write things that seem mundane and not related to the industry.  Yet, psychologically speaking, people want to know they are important.  They want to know that someone cares about what they think, what they do, and what they say.  These are your consumers or potential consumers.  When you engage in their world, you have just said to them, “you are important, I value you, I value what you have to say, and I value what you think”.  How powerful is that!  You have just advertised that you care about them personally, and in that process you have developed a consumer who will do what they can to support you.  It’s so damn simple, yet so hard for the industry to grasp. Yet it works for gaining loyalty and new consumers.

Experience: Every winery I have ever been to regardless of the size has always done a fabulous job at providing me with a great experience.  Your status updates and tweets should do the same thing.  Give me a great experience.   Social media is a people oriented medium.  They (your consumer) feel special when they are given the experience directly from the winery itself.  Give them that experience.  Help them experience your history.  Help them experience, your process.  More importantly help them experience the people behind the wine.

feargellEducate: The most powerful force in our psycho-social world is fear.  Fear is the foundation of shame.  There are many people out there who do not know wine, or people who think they do and bluff.  Either way they will not ask questions out of fear of looking stupid, silly, or uneducated.  As a winery if you want to lock in with your consumer, start answering the questions they fear or are ashamed to ask.  You can be their hero.  Think of it this way, if you answer the questions that people fear most, you remove the fear, you remove the shame, and you have now become the resource that empowers people to overcome their fear.  Let’s face it…we all want a hero.

Salute!

Jay

One Response to “Wine & Social Media Success”

  1. Ron McFarland Says:

    Good thoughts. I think one of the challenges facing everyone with Social Media is sense that you need to be entertaining. So much of what makes the headlines are the funny videos or those posts that are outrageous.

    The people who make great or interesting wines are just people and some will even come across as boring because they are not media spokespeople.

    Even with this challenge, you are right the wine industry needs to at least start listening and engage as there is now a new flow of information.

    Someday this new flow will impact how buying decisions are made and the cost of catching up will be greater than the costs of making mistakes today.

    Good read your post.

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