Social Media and Wine: has the wine’s world really understood the importance of social media?
Social media and wine can be powerful partners in the modern wine market.
Thanks to social media like Instagram, Facebook, Linkedin, Twitter and YouTube, wine producers are able to truly connect with all their customers. From millennials to oldies, you can communicate with your audience and actively involve them in the life of your winery thanks to a good strategy.
Social Media and wine: the present state.
Many wineries have not yet understood the power of social media and wine, or are not using it to its full potential. I’m not just talking about small wine producers. Large wineries, too, do not have a well-defined strategy for social media and wine.
I often see social media profiles of wineries with “dead” pages. The last post dates back to months, sometimes even years before. Further, the quality of the post itself often leaves much to be desired.
There are also profiles of companies that look like personal profiles and not the professional profile of a company. The impression this gives is that the winery is not really professional or serious, and so cannot be respected or trusted.
Common beliefs about social media from wineries.
When I meet producers or managers of wineries to speak about the role social media plays in their communications, I often hear variations of the following two statements:
“I do not have the time to follow social media and those kinds of things.”
“Yes, my daughter works a little on the Facebook page when she has the time.”
These statements made me understand that there is sometimes very little awareness of how important these platforms are in the wine business. Many businesses simply do not appreciate the true value of an Instagram profile or a Facebook page.
The fear of social networks
In some cases, from small and medium-sized producers to big companies, people are afraid of social media because they don’t how to manage their company profiles properly.
They don’t have a long-term strategy and don’t know how to communicate actively and effectively with people. They are not consistent and often produce content that has nothing to do with the brand’s core message.
Why should a winery have profiles in social networks?
Many people today, especially in the age range of 18 to 50, have a profile on the most famous social platforms. They interact, get information, exchange opinions and check the company profiles of the products and companies that interest them.
A normal user who wants to visit a wine region will make a list of producers that might interest them and then check the wineries’ social media pages.
This is not only true for the wine itself, but for all production activities in general. It is up to you to discover and understand the social platforms which your audience uses and interacts.
In some cases, it might be Linkedin, in others, it might be Instagram or Facebook. Sometimes it can be all those mentioned since different social media correspond to different types of audience.
Winning over the public with the story behind the brand.
The truth is that people are persuaded by the story of your company: its history, the history of its people, the history of the territory and your personal vision. You can tell your story through images, stories, and blogs.
The key is to be consistent and honest. It is important to produce content every day to get the user accustomed to your brand. Obviously, all this requires a lot of time and energy and effort, but in the long run, this makes all the difference.
If the content on your social pages pleases people, they will share it. If they start planning a visit, they will want more information about your wine and product, thereby increasing your profits.
How to have outstanding profiles on social media.
● you have to be consistent in posting daily. You must plan this in advance with a precise strategy.
● relying on marketing professionals makes all the difference, and removes a lot of work from you.
● photos, images, and videos must be professional. They must have a common meaning or idea and a subject related to the brand. Often I found pictures in profiles taken with a cell phone with horrible lighting and shadows, and also without a clear message.
● posts on social media should be posted in English. English is more effective in speaking to an international audience and not just a local one.
● sharing articles from your blog helps to inform and increase your authority.
● doing live transmissions directly from an event or from the production site allows you to interact with your wine lovers in real time.
● always reply to comments to make it clear that there are real people behind that company profile.
● speak in a kind and friendly way to create a genuine relationship with your audience.
The benefits of mixing social media and wine
Okay, it’s nice to have pages on social media, but what’s the return on investment and how can I monetize this type of activity?
There many advantages of curated and active pages on social networks:
1. you are able to tell your audience directly about the latest vintages and the release of new products.
2. you can clearly communicate your specific characteristics and what distinguishes you from others.
3. people get to know your business.
4. customers or potential customers have the opportunity to check and see who you are and you have a real chance to help them find what they are looking for.
5. you can advertise events in your cellar and make reservations for your events.
6. thanks to social media you can build your audience and connect directly with wine lovers and others in the wine trade.
7. you can send traffic to your online wine store if you have one on your website. Click here to see the benefits of an online shop.
8. social media is a fun part of your brand.
9. people feel part of your business.
10. the public, in general, wants to belong to something larger and feel active in your community.
You can view social media as a modern version of the essence of wine: wine is social by definition. We share wine with friends. Wine represents moments of joy, and also the communal dining table. Therefore, social media and wine is a combination that merges together perfectly.
Here at Wine & More, we specialise in this mix of social media and wine. We are constantly helping wineries produce content for their wine-loving audience. If you also think it’s time to build your audience using social media, don’t hesitate to contact us. We will together create the most effective communication strategy for your company.
Here at Wine & More, our mission is:
To enhance the individual uniqueness of wines and territories by partnering with producers to define, grow, and develop your story, your land, and your passion. We will clarify what distinguishes you from others by growing your brand through effective wine marketing strategies and putting you in authentic contact with a wider audience.
Author Michele Orbolato.