StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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Ignore digital communications tools at your own risk. By Jeremy Nedelka F or control state agencies and retailers, venturing into the world of social media can be a daunting proposition. For those in a highly-regulated industry like beverage alcohol, it's easy to overlook Facebook and Twitter and their online siblings as not worth the trouble. But is it worth giving competitors an advantage and missing out on a growing, younger cus- tomer base by sticking to traditional methods of commu- nication that are more familiar? No, and participating in social media isn't nearly as challenging as it sounds. "Social media should be more of a shift in how you do what you're already doing, layered on top of your existing strategy," says Amanda Hite, founder of Talent Revolution and a speaker at the 2012 BDLive! Conference. "It adds super powers to what you do now. People need to understand that customers are already having online conversations about them; they can either listen and engage in those conversations or not." For retailers who aren't convinced they possess the technical ability to participate in those conversations, Hite offers this advice: "Find a 16-year-old mentor." Success in social media isn't achieved by the folks that have the best technology skills, she says; it's most often achieved by those who have the best people skills. In that sense, it isn't much different than talking to regulars from behind the counter. The following are a few examples of the many industry members already experimenting with (and reaping the benefits of) social media today. Turning Constituents into Followers and Fans W hen trying to reach multiple constituencies, social media can be an effective tool to dissem- inate information broadly and quickly. For the Michigan Liquor Control Commission, that means reach- ing citizens, licensees, trainers and compliance officials. Facebook and Twitter have been effective tools to reach out to people and increased awareness about what the agency does, according to Public Information Officer StateWays s www.stateways.com s March/April 2012 Andrea Miller. "Not only do these sites give our fans a platform to discuss new legislation and answer questions regarding our rules and laws, it also gives them up-to-date news and information about what's going on," she says. The agency updates its Facebook and Twitter pages on a daily basis and uses a YouTube page to post occasional public service announcements. It follows the state of Michigan's social media standards and practices, but is free to engage with fans and followers, increasing the agency's public image and giving it a more transparent feel. "We want to increase awareness and engage people in intriguing topics that refer to their business, home, or substance abuse coalition," Miller says. "We include topics like keeping businesses clear of violations, statistics about the dangers of underage drinking, and we're adding a new feature to include businesses that pass their controlled buys." Currently the MLCC relies on industry groups, state departments and website pushes to increase its The Michigan Liquor control Commission updates its Facebook page and Twitter every day. They have been effective tools to reach out to people and increased awareness about what the agency does. 35