Which social media platform are you investing in? At the end of the day, as a wine and spirits brand you’re investing marketing dollars, corporate/trade resources and man-hours into creating content, community management and engaging with followers. (Hopefully you are allocating some time towards analytics and social matrices).
Are you all in on Facebook, Twitter, Instagram and Snap? Are you power playing between Instagram and Facebook? Have you found a powerful select influencers on Twitter? Are you done chasing the status quo and looking to emerging Delectable?
“Social Algorithms are changing like a cosmetologist's hair color.”
Take a step back and evaluate your overall social strategy. What is your product offerings, your brand portfolio and where is your customer base engaged and what are they using each platform for. Look beyond just demographics and really dig deep into what behavioral habits are being used.
Penny for your thoughts…
Are they just using their Facebook as another inbox? Just scanning Instagram Stories for libation inspiration? Is the somm scene just using Twitter because GuildSomm does? Are younger millennials going to keep embracing Snap?
Leading brands have UX on the forefront of all content going out and the metrics that come back. UX – User Experience is not just a digital thing, it’s a brand thing. How’s your brand visually communicating, is your content engaging and readily accessible?
We take a look at the data, making sure we have the correct data for your specific situation. Some brands have dirty data and its like shoving a pig down a python. Insights you receive on your Instagram and Facebook dashboard are good, but as a third party specialist we look at the value of each platform and create a custom strategy that collaborates with your benchmarks.
PEARL OF WISDOM:
Stop treating LinkedIn like the red-headed step child of social networks. LinkedIn is a very powerful tool for the trade and direct to consumer. Start connecting with like-minded folks to build a syndicate, post value-based content and start a meaningful dialog.