WHAT WORKS?
Like any business communication tool,
social media is used variably. Different
strokes for different folks. Here, some
wine pros at a retailer, an association and
a distributor offer input on what aspects
of social media work best for them.
Samantha Dugan
General Manager and Buyer
THE WINE COUNTRY
Signal Hill/LongBeach, CA
facebook.com/thewinecountry
We use Facebook quite a bit. We like
the immediacy, as well as the fact that
multiple team members can interact direct-
ly with customers. The key for us is fairly
constant usage and postings. Nothing long
or drawn out. Our customers seem to like
the postings we do from home, where we
are actually eating and drinking.
I also recommend some Facebook-on-
ly promotions, little 10% off deals or what
have you. This keeps them checking to
see what deals are going. We’ve also had
classes go from four sign-ups to sold-out
at 40 in two days thanks to Facebook.
Because we are a wine store we have
freedom for a little more adult humor, if
you will. We get to show that we aren’t a
big box store; we have a staff of smart,
funny people and social media helps us
convey that. The funny stuff gets the most
shares, which are so valuable as each
time someone shares something we end
up gaining new followers.
Michelle Kaufmann
Assistant Communications Manager
OREGON WINE BOARD
@Oregon_Wine
I prefer Twitter. I know that Facebook has
more users, but we get more engagement
on Twitter and two-way communication from
our followers. On Facebook, consumers may
like a post and occasionally comment. But
on Twitter people will shout out wines they
are drinking or ask for help finding specific
producers of specific types of wine daily.
We’ve also had wineries reach out to
us on Facebook and Twitter about being
involved in various events. And bloggers
shoot me direct messages to check facts/
stats on articles they were working on.
These types of intersection are usually done
behind the scenes from consumers, but
it’s still an easy way to quickly track down
information.
As general advice, post multiple times a
day and make the content engaging. Make
sure you’re checking direct messages and
mentions often and respond, even if it’s just
a retweet with a “Cheers” added.
Anne Drummond
Marketing and Public Relations Manager
IMPERIAL BEVERAGE
(est. 1933)
Kalamazoo & Plymouth, MI
@ImperialBev
Our social media efforts are about
four things: our brands (what’s new and
exciting); industry trends; Imperial Bever-
age (our activities, institution, et al.); and
“just for fun.”
Periodically, we do snapshots of
logos. Day one, we publish a tiny piece,
such as small piece of the landscape on a
Sierra Nevada label. Day two, we publish
the entire image. Over the course of the
24-hour period, we get a great deal of
interaction from our followers, guessing
what logo or label it represents. We’ve also
published photos of a product display in
one of our accounts, and invited followers
to guess its location. This is a fun way to
support our accounts.
One trend that we are witnessing
right now is the transition of key buyers.
Long-term, well-credentialed buyers aren’t
a thing of the past, but their numbers are
decreasing. Our accounts are employing
(while not always younger) less-seasoned
staff, which make our points of contact,
relationship-building, training efforts and
social media even more important.
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