I just saw this article as a “retweet” on Twitter from Gabriella Opaz, fellow wine blogger and wine marketing consultant at Catavino.net. (A retweet is when one individual copies a tweet from someone in their network and shares it with their network, according to Jeremiah Owyang of Forrester Research.)
It’s important. For those who attended the recent Social Media Basics Workshop earlier this month, it reiterates one of the key takeaways of the workshop: the goal of social media interactions for wineries and small businesses is to build relationships. Transparency, authenticity, credibility and being real are all necessary to be successful on Twitter, Facebook, and other social media platforms. Do it right and a social media presence can continue to build the bond with customers that was established in the tasting room.
This is a natural fit for small wineries and their staffs. What I’ve found most appealing about my experiences in local tasting rooms is the good natured, welcoming personalities behind the wine. Upload pictures from events, winemaking tasks, your customers, funny stuff that happens during your day, your staff interacting, etc. to your Facebook public profile and on TwitPic. Keep your customers interested by showcasing your winery’s personality.
Set aside a chunk of time each day to interact and update your status, share pictures and join the conversations that are taking place on these networks. If you’re questioning whether or not to put something out there, do a gut check. Ask yourself, “Is this appropriate? Am I being overly promotional and blatant in pushing my business?” Remember that although social networks welcome a much more casual voice, each post and update adds to the layer that is your personal brand and that personal brand reflects on your winery and business brand. Don’t forget to interact and respond to comments. You know, show that there are faces and real people behind your winery’s brand.