I need to apologize for my recent gap in posts. A combination of family needs and taking a deep breath by diving into more webinars, workshops and round tables pulled me away from posting here, but I’ve found some new information for you that will be helpful. Thanks for your patience during my absence!
During the recent Social Media Workshop in Finger Lakes Wine Country, I encouraged attendees to engage in the social media space to keep up with thought leaders in the wine industry. Over the past year, I have paid special attention to several, one of whom is Paul Mabray, Chief Strategy Officer at VinTank.
Last night, I pulled up my Facebook News Feed and noticed a notification in the Highlights section that Paul had become a fan of a page called “Facebook Marketing Solutions.” This page is written by the team at Facebook and advises businesses and brands on the best way to engage with their fans and gain more fans via friends of existing fans without being too noisy or pushy.
The information found there will answer many of the questions you may have about getting started on Facebook and continuing a conversation with your fans. A good place to start is a note called “Make The Most of Your New Page for Brands.” For event promotion, this note walks you through the benefits of creating an event via Facebook. Although the notes oftentimes reference the benefits of incorporating a strategy that includes purchasing a Facebook ad, the key takeaways are helpful and I have heard some positive things about the ability to target a niche audience with these ads.
A Facebook Marketing Solutions wall post that I found compelling and relevant to the wine industry reads,
“Vin Diesel added almost 0.5MM fans yesterday and 1MM fans this week on the heels of Fast & Furious and some great “insider” content on his Page. As a good practice, are you providing interesting behind-the-scenes content for your fans? (guess that goes for FB Marketing Solutions too… ok – coming soon!)”
Personally, I LOVE the insider stuff that is posted by Facebook friends who are winery owners, winemakers and principals at businesses in the wine industry. Vin Diesel took his fans behind the scenes at the Latin Billboard Awards. What types of things capture the interest of your winery’s fans? Look at your calendar and plan out posts to your fan page that include some insider stuff. Keep the content simple, illustrate with photos and video. Take the time to include a caption for photos and video that adds to the story and explains who, what, when, where and why. Let your personality show through.