Since I’ll be on a panel about Wine 2.0 next month at the Wine Industry Technology Symposium (WITS) my antennae were raised by this post about what questions not to ask panelists about social media. Since much of Wine 2.0 is based on social marketing, I expect several of these questions to be raised, such as the one about measurement. But what stood out to me in this somewhat tongue-in-cheek list was near the end:
8 ) What’s the best thing about social media?
Listening.
I think listening is the essence of social media. Social media enables wineries to connect with customers directly but much of the value is learned via listening to what is said. Like all good listeners, wineries should understand where the writer is coming from and acknowledge their comment before responding, particularly if it’s provocative.
Wineries who are dialed into the online discussion about their product and brand can learn a lot about what makes their customers happy…. and not so happy. Through this listening process, wineries can make the changes that will turn customers into fans and fans into zealots.
A good place to start listening is your listing at Yelp.
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