Is Your Social Marketing So-So?

By. Neil Williamson, Grumpy Marketing Guy

Last week, I attended a “Digital Boot Camp” designed to bring wineries up to speed on the import and size of the social media market.  The program was very good and I learned a great deal, especially about the rise of Instagram and video, but I left feeling absent the winery’s true voice all the social marketing platforms in the world won’t change So-So Marketing.

Please let me explain.

icons-social-mediaI am a huge believer in the immediate client connectivity social marketing provides.  Facebook, Twitter, Instagram, Snapchat and others all are truly an extension of your winery tasting room.  These platforms foster virtual relationships that can generate interest, enthusiasm and in the long run sales but they are dependent on you (or your designee).

I have been incredibly disappointed by some of the advertising agency driven campaigns I have reviewed that provide generic content for wineries in search of clicks.  The very reason your clients “liked” your page is because they thought you were you.  Why now hand off the content to an outside party with no direct connection to the organization – beyond a vendor relationship.

The Facebook post below works because it is real, it is now, it features winery pup “Chance” and it is a place all the “friends” have seen Stone Mountain Vineyards’  Observation Deck:

Our tasting room is now open for the season. We hope you can visit us!

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Consider Groth Vineyards Facebook notification regarding their Sauvignon Blanc harvest — it is real, it is timely and it is interesting:


Lining up the Sauvignon Blanc today. #OakvilleWine #NVHarvest2016

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When I worked in the political world (Early 1990s) if we designed a campaign designed to flood a congressman’s office with postcards, the congressional staff would refer to such mail as “Astroturf” fake grassroots.
The same is true of corporate driven Facebook and Twitter posts that are devoid of real personality.  Some are click bait (and I hwine disappear superpowerave posted some of these) but they are not the life’s blood of your social media conversation (See Wine Disappear  image).
In planning your social media – I would encourage you to develop not only a social media calendar but to also set goals regarding your investment — while much of social media is free it will cost you time — make it count.
Here is my creative side take away from the boot camp:
  • Be relevant
  • Be real
  • Be timely
  • Be interesting
  • Be consistent
  • Be you
  • Make it count
It’s all that easy, and its all that hard.
Respectfully Submitted,
Neil Williamson, Grumpy Marketing Guy