I’ve only been part of the wine blogging scene for three and a half years, but I’ve been on social media since the days of MySpace and Friendster.. and I’ve been on the Internet (or early versions of it) since – wait for it – the 1980s. (Yes, I’m old!) I’ve been running websites since the early 1990s, and building communities and social networks on the Internet for over 20 years.
I’ve had lots of time to observe wonderful things happening on social media and the Internet in general: I’ve seen people networking and helping each other; I have witnessed people make lifelong friends; and watched people build their successful businesses while taking advantage of the brand building and goodwill that can come from good social media relations.
Depressingly, though, lately I’m noticing lots of self-serving posts, people spamming their links, and community rules being disrespected. I’d like to point out some ideas for how to make sure you are a good social media citizen and that your business or brand is utilizing social media to the fullest, but fairly, respectfully, and unselfishly.
Do you want to get more visitors to your blog, website and social media presences? Do you want those visitors to respect you, buy more of your products and services, and tell their friends nice things about you? Are you interested in connecting with your fellow industry people, and in being part of a supportive local community?
That’s really the point of social media, and I am hoping to point out a few glaring mistakes that I have made in the past and that currently other people are making. Take it to heart and see if you are guilty of some of these social media mistakes.
Mistake #1:
You only “Like” and “Comment” on social media posts that feature you.
Social media is something that sucks up a lot of time, yes. But if you want to be part of a community, you’ll have to put in a bit more time for things besides cheering for people who have posted something nice about you.
Visit the Instagram or Facebook Page of the winery or restaurant next door to you, and be sure to “Like” and “Comment” on recent posts of theirs that you have enjoyed. Check out what wineries in Napa, Sonoma, etc. are doing; follow some local Seattle food bloggers who post things that interest you; be sure to comment with your thanks when someone posts a helpful article or video you’ve benefited from.
Did the winery next door to you just post an award their wine has won? Be sure to congratulate them – publicly – via a Like and a Comment.
A blogger just wrote something nice about you? Like, comment and thank them on that post – but don’t forget to go look at some of their other recent posts, and Like and comment on the ones you enjoy. There’s a restaurant in town that only ever “Likes” our photos when we post about their restaurant. They’re super busy running their business, but failing to take advantage of the goodwill and community building aspects of social media.
Mistake #2:
You fail to “Like” and “comment” when someone posts a nice photo, a positive review, or especially a video about you, your business or your brand. It only takes a second, it’s the polite thing to do, and it encourages the person to keep writing positive things about yours and other industry businesses.
Mistake #3:
You make every post about you.
There’s a winery in town that answers every community forum question with something about their winery, even if their winery isn’t the answer to that specific question. (IE, “Who has a Pinot Grigio?” “We don’t have a Pinot Grigio, but we have a wonderful Cabernet Franc!” “What wineries are dog friendly?” “We’re not dog-friendly, but we have a beautiful outdoor patio”) etc.
Mistake #4:
You constantly post off-topic links to your business’s events or blog posts to Facebook groups, Reddit threads or other community platforms.
In most of the wine industry groups I run on Facebook, I spend far too much time deleting event postings or business posts and explaining to their authors why they aren’t allowed in our particular group. (I’m tightening group rules, but wonder if people read them when signing up). Nobody wants to be part of a community or group where the only posts are advertisements, rather than actual conversation, actual communication and real camaraderie.
Mistake #5:
You don’t familiarize yourself with community rules, guidelines and expected behavior.
Mistake #6:
You take more than you give. Joining a group ONLY to post your link and then leave (without interacting with any of the other members, without clicking like and commenting or answering questions from other people) is selfish and does not help build community or build respect around your brand.
Mistake #7:
You fail to take advantage of benefits offered by other community members.
Learn from what people post. Check out other people’s articles, photos, and videos. Try that recipe someone posted after spending half a day in their kitchen, then half a day photographing, editing and writing up their recipe.
Mistake #8:
You’ve forgotten the 80/20 rule.
Only 20% of your social media posts should be about your product or services. The rest should inform, entertain, or uplift your readers/viewers.
Mistake #9:
We have often forgotten to reach out on social media direct messaging or via email to thank industry people we’ve interacted with each week, for their time and for the things they’ve taught us, shared with us or done for us. We need to be way better about this; do you as well?
Mistake #10:
Thinking you’re the only show in town.
We’re not the only local wine bloggers; yours isn’t the only local winery, restaurant, or shop.
As important and helpful and influential and top-of-our-game we all think we are; there are other blogs, communities, social media profiles and businesses who think they are important too. We’re all in this together.
What can we all do better to help our fellow bloggers, wine industry folks, social media experts and community moderators? Let me know your thoughts in the comments below.
-Carrie
