Using social media to promote your brand is a powerful tool, but with that power comes responsibility. Do it poorly, and it will hurt your business.
To be effective in using social media to promote your brand, you must first understand who your audience is going to be. Different social media platforms cater to different demographics. For example, Snapchat is great for Generation Z, Facebook for millennials, and Pinterest attracts older millennials and baby boomers.
There are many other types of social media platforms, so make sure you research and pick the right one for your customer base.
Now that you have your platform make sure that your message is well crafted. Let's take a step back and put more context on that.
Many companies go into social media and create content and expect that "if we build it, they will come." Sure, the basics like handles and phone numbers should always be there, but your content has to do something for anyone who engages with it.
What do I mean? Well, let's take a couple of very prominent brands to demonstrate.
Chipotle used social media to spread "two short films critiquing industrial food, tapping into a movement that began in the organic-farming subculture and blew up into mainstream concern on social media….Other good examples come from personal care. Axe revived its brand by becoming an over-the-top cheerleader for the "lad" crowd that arose as a response to politically correct gender politics. Dove championed the other side of the divide, with campaigns that spoke to crowd culture concerns about unhealthy beauty standards for women"
What do these all have in common? They were built and targeted at an audience, and that audience was targeted using social media.
Social media is very good at attracting groups of like-minded people quickly across a large geographic area. Its digital nature allows you to give them a personalized message at scale.
Look how Bacardi has #BacardiHouseParty as a social media campaign. The target is young adults, and the message is unambiguous: Party with Bacardi.
They also have a rolling party that is going across the continental US - and they pair with musicians to help headline those parties. The result is that they are creating a genuine connection with their target audience, making them more likely to buy their product.
Another tip: when making your posts, it shouldn't always just be about your company or promotions — case in point here. Margaret River Discovery Co. makes its money by selling tours. To this end, it leverages social media to talk about the region, not themselves. If you investigate other posts, Margaret River has, you will see a trend where they don't exclusively talk about themselves, but all the activities that are around the region.
This is incredibly effective because it positions themselves as a resource to the public. If you Google "Best restaurants Margaret River," you will see that they are positioned on page 1. Becoming a resource to your consumer's positions you to be seen as more trustworthy - and people are more likely to do business with those they trust.
*A note of caution - make sure to seek legal consul before embarking on your marketing campaign - its possible to violate tide-house laws if you're not careful with your social strategy!
So for the wineries out there, talk about events, restaurants, anything going on in wine country. If you're in Napa, consider making a post about BottleRock the next time it rolls around. All of these things are geared towards having people visiting your site, not for purchasing, but research on the local area.
Don't stop there. Talk about your neighbors! If customers at your winery like your style and wines, odds are they will also appreciate what your neighbors have (Don't see them solely as competition - while they may be, they are also colleagues in the industry. Often a rising tide raises all boats…) Get on social media and tell everyone how great your fellow vitners are. People see that, and it's a good look to have.
That will build trust over time, and that helps to serve your interests. Be helpful for your industry!
Social media is mighty for your branding, but make sure you have your branding targeting who you want it to target. The shotgun method doesn't work, make sure you know who you are trying to appeal to with your social media content.