Issue link: https://read.dmtmag.com/i/670021
w w w. v w m m e d i a . c o m M a y - J u n e 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 7 your social media plan with those goals in mind," she adds. Your target audience and goals should also determine the social media platforms with which you engage. When it comes to events, the strategy for promoting an exclusive or intimate affair is very different than the tactics for drawing a crowd. "If you're having a big party, you want all of your Facebook fol- l o w e r s a n d a l l o f t h e i r f r i e n d s t o a t t e n d . C r e - ate a Facebook event and specify who will be there — the caterer, the musical entertainment and so on; and tag all of them so their followers see what you're doing, too," explains Nott, who adds that a healthy l o c a l e v e n t c a m p a i g n should target 8,000 people. "If you're hosting an exclusive event, start with your wine club and e-mail list," Nott advises. "E-mail subscribers are more likely to make a purchase than s o c i a l m e d i a f a n s . U s e social media to build your e-mail list and drive traffic to your website." S t a y i n g c u r r e n t w i t h social media is also critical. he value of social media, particularly as it relates to the bottom line, is a topic of much debate among marketing and PR teams across all industries. For a fresh perspective on the topic, we looked at several businesses outside the wine industry that are taking strategic and inno- vative approaches to social media, with auspicious results. "How do I actually make money through social media?" It's the most frequently asked question of Gail Nott, a social media strategist with Nott Ltd. Solutions in Concord, Calif. Nott consults on Internet marketing campaigns for a range of businesses and individuals in North America and Europe, and was a speaker at the 2015 Social Media Strate- gies Summit in San Francisco. "Social media is probably not a direct sale for most businesses. It's marketing and PR," states Nott, who likens ignoring social media to not having a website. "It's a missed opportunity. How you use social media depends on your business, but I believe everyone can use it to further their business in some way." A winery looking to launch or step up its social media presence should begin by setting goals with its target market in mind, Nott advises. "What would define success for you? Is it more wine club members, better attendance at your win- ery events, expanded distribution? Create Where's the Money? + Be strategic with your social media plan in terms of plat- forms, content, frequency and consistency. + Create a schedule and use a social media planning tool for greatest efficiency. + Be useful to your target audience. + Monitor what's resonating with your target audience and when. Use that informa- tion to direct your strategic planning. AT A GLANCE There may not be a pot of gold at the end of the social media rainbow, but there could be something more valuable — lifelong customers. WINE WISE MARKETING JENNIFER STRAILEY