In an industry most tend to associate with the romance of the past, and where being vintage is always a better thing than being new, many people would be surprised to find out that the winemaking business is rather modern. In its approach to reach out to their consumers, many wineries have dedicated publicists who use effective social media channels to engage their customers.
A study conducted in France and in the US showed nearly all wineries have a Facebook presence. 94% in the US to be precise. And about 73% of them in the US are on Twitter. The near-universal adoption of social media by purveyors of wine attest to their success in making their presence felt online.
Half of the wineries form the survey have more than 500 fans on Facebook and well over a third have at least 500 followers on Twitter. The survey creators wondered what contributed to wineries having many fans. The answer? Almost half of them have dedicated marketing managers that create and promote advertising on social media platforms.
About 30% are using Facebook ads for promotion and 47% of them say the ads actually do attract business. 28% of the wineries report that Twitter helped draw in some new business. Both platforms scored in the mid 60% range for engaging customers in a winery brand. Facebook ads resulted in people visiting the winery in 58% of cases and Twitter did the same in 45% of the cases.
So we can see that social media is having a dramatic impact on wine drinkers. Almost three quarters of wineries say they plan to have more activity on social media platforms and the half that currently has no presence on Facebook says they do plan on breaking into social media in 2012
This is good news for other people who may still be hesitant to dip one foot into the social media pool. With the many benefits of moderate wine drinking, and its appeal to both men and women, wine is a good product to market online. It also shows that you don’t have to be a tech company to harness the advantage of communication that social media brings. Let’s toast to that!
May 24, 2012
Create A Social Buzz