Issue link: http://read.dmtmag.com/i/299589
w w w. v w m m e d i a . c o m M a y - J u n e 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 9 1 graphic areas." While geo-fencing is new to the era of smartphones and Facebook, the concept – con- necting with potential customers that are close by – is not new. Businesses have always adver- tised events, discounts or direc- tions to their locations by posting flyers in coffee shops, post offices and markets. Geo- fencing is a similar idea, only it's done through the use of digital and social media tools. The very classifica- tion of social media is about using different forms of media to be social. The top reason that peo- ple love using social media is to connect with friends, family or oth- ers who share the same passions. For many wineries that focus on direct-to-consumer (DTC) sales, their marketing efforts involve connecting with potential cus- tomers that are near their tasting rooms. Digital geo-fencing now allows them do this in an easy and direct way. Social media provides brands the opportunity to connect with targeted, potential custom- ers that are passionate about wine and are close, using a variety of digital tools. TWITTER SEARCH Tw i t t e r 's a d v a n c e d s e a r c h s o f t w a r e ( t w i t t e r. c o m / s e a r c h - advanced) is just like Google or Yahoo search, but focused on real- time conversations happening on Twitter. The advanced dashboard allows users additional opportuni- ties to search Twitter beyond sim- ply using hashtags or single words. Users are able to search exact phrases, different languages and specific places. Add the city or zip code to find tweets from users nearby (either those who have that information listed in their bios, or have their location services on Twit- ter turned on from their phones). Twitter advanced search is free to use on Twitter's desktop website and the mobile app. W i t h m o r e t h a n 5 8 m i l l i o n tweets being posted each day, Twitter advanced search occasion- ting the people they want to have conversations with (making sure they are over 21, and still in the area), but as the only free location- ally has some hiccups. Brands will have to spend extra time sorting through tweets from other wineries using the same hashtags, and vet- Twitter advanced search lets you see conversations, in real time, that are taking place near your physical location. graph is new and F nectin that a Bu tised tion f using be so ple lo conne ers w Fo on dir their conne tome room allows direct brand with ers th and a digita