For many years, the success of a communication strategy on the Web was measured by the traffic on the site or the click on a banner. It might not be still true. Because of the growing importance of social media, blogs and micro chats, it is more important for a winery to be present on the Net through all those channels.
I was talking to a winery manager a few weeks ago. He was complaining that all his actions on Facebook, Twitter and other social media didn’t bring much traffic to his web site. We looked at the mentions his winery was getting on the Net and we agreed it was more important to be talked about than to get traffic on the web site. Why is that? Consumers are all over the Internet. They might not keep in mind a specific brand. but when this brand’s name appears on the Net in their favorite blog or forum, or is mentioned on Twitter, it reminds them of the brand. Q.E.D!
What does it mean for a winery? It means… a lot of writing. It’s not an easy job when you are supposed at the same time to harvest, make the wines, sell them or present them at Pro-Wein or Vinexpo Hong Kong, to be also blogging, interfacing on Facebook, filming your latest event or chatting on Twitter. But it is worth the trouble. It is rewarding and a lot more efficient than a simple site.