Does Twitter Make Sense for Oregon Wine Marketing?
We’ve spent a lot of time and energy over the last three years on Twitter. Our @oregonwineries account has tweeted 3435 times and has over 3000 followers. Pretty good for an account that exclusively covers a niche interest: Oregon wine marketing, written for Oregon wineries. A business to business account, although about 1/3 of our followers are Oregon wine consumers. We get Favorites, Retweets, and new followers daily.
Our tweets have been pretty good over the years – a few silly mistakes, but mostly getting out the news about Oregon wineries’ awards, new releases, events, milestones. And lots of tweets about articles online that are useful to Oregon wineries for their email and social marketing.
But Twitter is becoming less effective for some markets. Yes it still dominates the 24 hour news cycle for celebrities and trends like #halloween, #worldseries, #blueivy etc. Not so much for business. The company is shedding employees, the top management is in turmoil, and the “instant” factor that made their business is being taken over by Instagram, Snapchat,
So what are the alternatives for getting seen online? I’m reconsidering Facebook. And in a future post, I’ll report on LinkedIn.
Huge numbers of people use Facebook frequently and are interested in Oregon wine. Many them are the Oregon winemakers and wine marketers we want to reach. Some are friends we respect and care about. Promoting Oregon wine is very important to me. We can get the word out to more people about Oregon winery events, awards, and news with Facebook. The question is, how?
The halcyon days when Facebook was new
Ah for the early days when Facebook was new and we were all looking for pages to follow. In the first few years of Facebook we built a following for Avalon Wine of 18K+ followers. Facebook would show my posts to all of them. It was easy to get the word out and it was free.
Business Pages today are expensive
Contrast then with now: we started OregonWineMarketing’s Facebook page in January 2014. We have a few hundred likes. If we don’t pay, Facebook shows our posts to 7-17 people. Our all time high was 75 people.
For $5 per post they will show my post to 250-770 people in Oregon, friends and friends of friends. If wepost once a day we am looking at $150 a month. With Twitter on the decline, maybe it is time to try it and see if it has any impact.
What about Personal Facebook pages?
We started a new personal page for Jean Yates and keep it very lowkey. Personal pages are for birthdays and funny pet pictures and keeping up with friends and family.
What’s OK to post on a personal page when your followers might be customers as well? Recently we’ve been posting more things about the industry. Mostly when someone we all know gets an award, or photos we’ve taken. And surprisingly the posts that get the most likes and shares are those. Do we continue to talk about winery and wine people news? Like Greg Jones bringing the International Terroir Conference to Oregon? Or a sign I saw outside a winery with 2 for 1 wine tasting? Is this business or friend stuff?
New Plan, Moving Forward
With Twitter going away, two new moves: a three month experiment with Promoted posts – paying to have Facebook show Oregon Wine Marketing posts to more people. Second, a careful exploration of the balance between imposing wine industry related posts and sharing news about Oregon wine that my friends want to hear.
LinkedIn, expensive, but much more effective for business.
2015 Social Stats: Facebook, Twitter, Instagram, etc.
from AdWeek: Infogram by Carlots Montiero