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w w w. v w m m e d i a . c o m S e p t - O c t 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 8 3 like the 30-second ad spots dur- ing the Super Bowl, you want your Facebook posts to stand out and be remembered. Here are some tips: + Large, properly sized, engaging photos are essential. The benefit of posting a photo is not only that it's eye-catching, you can also go back and edit the text at any time. + The first 75 characters of text are essential. When your post is reallocated to the sidebar, this is all anyone is going to see. Make these words count. We cram the event name, city, date, urgency (discount, sale, "almost sold out," etc.) into those first few lines. + Keep the post short and to the point. The goal is to intrigue people enough to click through to your website but not convince them to buy on the spot. Tease the info and do the hard selling on your own site. its own lingo and words it uses to describe data, so be aware of what those terms mean. Social media is still in its infan- cy but Facebook has now given brands the keys to the castle. You can reach more people than ever before, it just takes quality content, some know-how and a reasonable budget. Tyler Balliet is the founder and president of Second Glass, a wine events and education company that targets Millennial wine drinkers. In 2009 he created Wine Riot, a large- scale, educational wine tasting event for the Millennial audience. In 2010, Balliet was named as one of Inc. Magazine's "30 Under 30," and in 2013 Wine Enthusiast included him among its "40 Under 40" and nominated him for its Rising Star of the Year award. Comments? Please e-mail us at feedback@vwmmedia.com. + Since your post is an image, Facebook will not show a pre- view of your website. Add a link to every post and use a link short- ener like bit.ly (www.bitly.com) to keep things neat and clean. + Video content is incredibly effec- tive. Custom videos describing our event garner a CPC of 20 cents compared to 40-75 cents for posts with images alone. Creating custom, professional videos can be expensive and time-consum- ing, but if you're running a large campaign, they can reach a larger audience for the same budget. ANALYZE, RINSE AND REPEAT Being able to analyze the data is what makes or breaks a suc- cessful campaign. Facebook gives you a mountain of data. We look at the cost-per-link click-back to our website and the number of shares as the top metrics. Facebook has Only one of these bottles has been tested to the standards you demand Stand out with the industry's most accurate analysis enquiries@randoxfooddiagnostics.com randoxfood.com Carlsen & Associates 707-431-2000 "As a five year old winery, Carlsen & Associates has been key to my growth. Each year I add another piece to the crush pad puzzle." "Great equipment, Sales and Service keep me coming back!" Stephen Morgan Saddlehorn Winery Burton, TX "