As I write this post I am preparing to update my woefully out of date list of wineries on Facebook. Since I started this list, I have tried to follow every winery Facebook page so I get a lot of email everyday. And what I mostly see is not pretty; in fact most of it is simply Spam. But since I have opted in to getting these messages, the more correct term would be Bacn.
Whatever you call it, a constant stream of messages will not keep your fans following you for very long as Joel Vincent demonstrated this week. And he’s right, show your audience value and they will continue to follow you. So here are some tips for wineries to use Facebook more effectively:
Send One Mass Message A Month: Think of Facebook as an extention of your email marketing efforts. The more you send, the lower the results tend to be. In fact, extensive email marketing will hurt sales as it becomes too intrusive. So put together a newsletter-like digest message with upcoming events, new releases, winemaker notes and whatever else fans might be interested in. Just sent this no more than once a month (quarterly would probably be sufficent for most wineries).
Target Your Fan Updates: Facebook has a powerful, but apparently overlooked, feature that allows you to send messages to people in specific geographic areas. So instead of sending all fans that event invite, just filter on those fans closest to the winery. To use this feature, click on the “Target this update” box and choose the location of the receipants. You can also get fancy with gender and age which might be useful if your event is targeting a specific demographic group.
Give Fans A Reason To Visit Your Facebook Page: But the most effective way to prevent Facebook bacn is to very sparingly use the update feature. If you produce engaging content regularly it is not difficult to aggregate this content on your Facebook page. I’ll be blogging next time on how to set up your page using a new tool called Involver.
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{ 7 comments… read them below or add one }
Once a month I add a new event, a few comments and new photos to my FaceBook Fan Page – but it still didn't stop Joel Vincent from "unfanning" himself from my page. I view these fan club pages as a online business card and removing yourself from a page is like ripping up a biz card in front of my face. To join these are also a sign of courtesy when you have extended yourself to sign up for their ways of social networking, whatever tool they use such as: twitter, OWC, etc. At the same time, I understand how Fan pages can be a nuisance, but before you sign up or even quit, don't categorize all fan pages as the same. Also, consider this – not everything has to be about wine networking and marketing via the internet. Afterall, that wasn't the original intent of FaceBook. What's wrong with some social fun once in awhile? And at the same time, if it can enhance your business then you have an added bonus.
Creating a new baseline of useful fan pages. Starts with declaring "bankruptcy" then adding a few back that are actually useful and keep me informed. But I un-"fan"-ed every one first.
Like Tim says above, it was generating alot of email and I've reached a critical mass on Facebook where there are alot of old friends on there so for me its not going to be about getting deals and making business connections and as much as Catie beats me up all the time I still love her and will fan-up her page.
But that being said, I also get the newsletter, have the blog in RSS, read twitter from both Catie and @WildWallaWallaWoman (or whatever that is) and regularly buy the great wines from her shop. Can you cut me a little slack?
I am reminded by the Soup Nazi from Jerry Steinfield, as he bellowed out, "No soup for you!" Therefore, "No slack for you Joel Vincent!" I look to you as one of the leaders in this game of internet wine marketing and one of the reasons why I am on these social networks and letting them suck some of my time, is because of you and others telling us the importance of social media! OWC is a social media and there are days I get a lot of email. And Joel, it isn't about my fan page in particular, because I do appreciate your business and your support. It's more about your overall "unfanning."
Part II: I agree that Facebook and Twitter generate a lot of email and there have been days when I think I'm going to quit all of them and then I am reminded that this is how I generate interest. This is another avenue of how I market myself, my blog and my store. And if one person out of 500 becomes a reader of my blog and maybe buy a bottle of wine, then Facebook and Twitter has done its job for me. In the mean time I am thinking I have some good ground set via internet marketing and sales and here is Joel Vincent, whose internet marketing skills I have valued, and all of a sudden he does this! "Unfans" himself from Face Book fan pages and at the same time he does it all within a few days after listing a Face Book fan page for his new business venture and his own personal fan page. So Joel, the purpose of forming a fan page for yourself is what? To procure fans? If I am to gain a "fan" I feel I need to be reciprocal. It's all about business. How can I toot my own horn and expect people to join me if I don't extend the same courtesy? Carry on Joel Vincent.
The Fan Pages I put up there are purely for Google search value to make sure everyone who searches my name will eventually go where I want them.
I think you're covering all channels for your business, which is important. And I think that the channels should repeat themselves because not everyone uses every channel.
I, however, use every channel – email, FB, Twitter, RSS, etc… – so the thing I actually pay attention to (your updates) I don't need multiple times. Its almost because I have a relationship with you that I don't feel the need to follow every update on every channel, if that makes sense.
Anyway, its not meant as a ripping up of a business card, just streamlining my overwhelming communications. Its me Catie, its not you.
The Fan Pages I put up there are purely for Google search value to make sure everyone who searches my name will eventually go where I want them.
I think you're covering all channels for your business, which is important. And I think that the channels should repeat themselves because not everyone uses every channel.
I, however, use every channel – email, FB, Twitter, RSS, etc… – so the thing I actually pay attention to (your updates) I don't need multiple times. Its almost because I have a relationship with you that I don't feel the need to follow every update on every channel, if that makes sense.
Anyway, its not meant as a ripping up of a business card, just streamlining my overwhelming communications. Its me Catie, its not you.
@Catie @Joel: Great points on both sides. I think you are doing the right things Catie by not abusing the privilege your fans have given you and Joel is being a bit harsh by treating everyone the same way. Last time I checked your page Joel was still a fan so I think you accomplished your objective Catie.