Social media marketing: a pathway for winery brand growth

摘要

THERE IS A LOT of hype surrounding social media, be it Facebook, Twitter, Linkedln, Youtube or Instagram. Along with this buzz, there is increasing pressure for brand owners to use it because of the perceived holy grail marketing effects it is expected to have. Perhaps that's easier said than done and perhaps many people are yet to be convinced. Most have an opinion about social media but the reality is we really don't know how it works, how to use it and if it can have an effect on consumer attitudes towards our wine brands. We have been researching in this field for the past two years and now have GWRDC funding to be able to extend the projecttoascale that willbe representative of the wine marketplace. In this article we will outline what is happening, what you can expect the project to assist you with in your marketing activity and how you can get involved.