Wow. 551 Million ‘Likes’ on Facebook (and Facebook-linked sites) around the web everyday. With 50% of US Adults reportedly using social media (double what it was in 2008) the social web is no longer something we need to dabble with and “wait and see” about. Sitting back with a Facebook page and simply letting it grow organically leaves a big gaping hole of missed opportunity.
As with anything you want to do successfully, if you’re going to participate in social media, you need to:
- know why you’re doing so and have a plan with goals,
- commit resources so you can be consistent,
- provide value–something of interest that is worth the time of your audience,
- be specific and focused about which opportunities to take advantage of so you don’t overwhelm yourself or your resources.
The basics for wine brands include:
- Trade or Consumer? Why?
- If consumer, do you have a particular niche? Are your wine drinkers sophisticated oenophiles who want technical information and access to the winemaker? Or are they casual consumers who like entertaining and sharing light-hearted wine experiences with friends? While you may serve both, the most successful brands are laser focused on a smaller subset and the rest is icing on the cake.
- What can you provide that would be valuable to this audience? Pictures, videos, technical information, education, etc can all be valuable bits your audiences finds interesting and worthy of sharing with their networks.
At a minimum, make sure you include the opportunity for your audience to connect with you on the social sites you choose (provide links on your website, marketing materials, emails, label, etc) and provide them with easy ways to share your content (‘Like’, Tweet, email, etc).
The rapid adoption of mobile is going to dramatically increase social sharing as access to highly relevant information, and the ability to share it, becomes instantly available at the touch of a button–where ever we are, whenever we want.
Exciting times for smaller brands who can leverage the power of these tools to compete like never before.