Over the past year I've talked to numerous wineries and wine related businesses about the task of keeping up with the demands of social media marketing. Far and away the two most frequent objections I hear about engaging in social media marketing is 1) I Don't have the time and 2) I don't know what I'd update people about.
Two fair and predictable objections. The first objection is the critical one. If you don't have time to update your Facebook page, then don't have one. And also, don't' read the rest of this post. However, if you have 20 minutes per day to devote to tackling your Facebook obligations, then keep reading.
HERE'S WHAT I KNOW ABOUT UPDATING A FACEBOOK FAN PAGE FOR WINERIES...
1. Know the composition of your fans before you type.
Are they primarily wine buyers? Are they primarily other members of the wine trade? Are they primarily customers of your service? Are they primarily friends? Answer this question first because it will dictate what information and what updates you place on your company's Fan Page.
2. Unless your pet is an integral part of your business, don't make them the subject of a Facebook fan page update.
3. There is a limit to how much better your life is than your Fans that your Fans will put up with hearing about.
4. While asking your fans to buy your wine or engage your services should be a part of your Facebook work, it can't amount to the majority of your Facebook updates.
5. Pictures & Video: USE THEM!!!
With these caveats out of the way, here are some suggestions as to what you can focus on in Facebook updates if you are in the wine business.
1. Your thoughts on the condition of past vintages. Drink now? Or Save
2. Recent significant production work in the cellar
3. Who you recently hired
4. Pictures of visitors to your winery that you recently met or hosted
5. Links to articles about you or your winery
6. Pictures and a comment about a recent event at the winery
7. Any changes to your hospitality operations
8. Important events in the vineyard: budbreak, pruning, harvest, etc.
9. Links to Facebook pages of restaurants you've recently visited.
10. Comments on what your business says about our economy
11. Updates on coming events featuring your wines
12. Info on new restaurants in your general area that Fans might like.
13. Observations on the growing conditions (weather).
14. Announcements of new releases.
15. Links to or information on new reviews of your wines.
16. Recommendations on other wineries to visit and why.
17. Suggest places for visitors to stay when touring your region.
18. A very occasional limited time offer for Facebook fans only.
19. Requests of Fans to upload photos to the Fan page of them with your wines
20. Updates on your travels: a travel-log.
21. Recommendations of books you've recently read
22. Comment on recent wine-related news
23. Suggestions on incorporating wine into holiday celebrations
24. Reminders to Fans to recommend your Facebook page to their friends.
25. Ask for feedback from fans on marketing questions
26. Occasional comments on biggest challenges to making and selling wine.
27. Announcements when parts of your website have been updated.
28. Public announcements when you've discovered a Fan did something great!
29. Link to a recipe you think would work with one of your wines
30. Expose Fans to your favorite charities
31. Comment on what you've learned from wine buying patters (Merlot sales up? Why?)
32. Ideas on how to use and get interesting info out of Facebook
33. Why you added a new type of product in the tasting room.
34. Make note of a winery-related anniversary. Founding. First wine release, etc.
35. When there are only a few cases of a wine left before it sells out.
36. Ask Fans what their favorite wine magazine is and why.
37. Ask Fans what their favorite blogs is and why.
38. Post other people's pictures of their visit to the winery or with you.
39. Thank Fans for their support when a wine sells out.
40. Upload a video of your winemaker singing, dancing, talking, etc...
41. Announce opening of a new market for your wines.
42. Take a stand on a wine-related political issue.
43. Hold a Facebook only contest: Best wine limerick, Best photo of your wine, etc.
44. Announce a job opening and where resumes can be sent.
45. Tell Fans about a great "other person's wine" you tasted.
46. Announce the winning of a medal at a competition.
47. Link to your regional associations Facebook page or website
48. Put a picture of your kid up on the page occasionally.
49. Explain why you use this or that cork or capsule or barrel (show picture).
50. Occasionally explain why you love making wine.
The point I think is clear: There are numerous ways to update your Facebook page if you just use facebook in the way it is best used: Keep it focused on what you do and do so in a focused and personal way and try to create reasons for your fans to interact with you.
