The Social Place: The c-word
It’s safe to say certain words starting with ‘c’ haven’t always had a good reputation. The latest c-word – Covid – is a modern-day, less controversial, yet equally hard-hitting example.
The 24-hour content cycle of social media, and the expectations it has created, can feel a little overwhelming.
There is constant platform change, evolving best practice, investment in content creation, customer service, community management, posting, scheduling, measurement and, sometimes, questionable return on your investment. All of which needs to be juggled alongside your day job.
I’ve been thinking more and more lately about how to maximise results, while minimising the time we spend on our social media marketing. The goal is to create content that people connect with, in a way that is sustainable – for us and for our business. There are never enough hours in the day, so focus is key.
So, how can you create a sustainable social media marketing plan? There is no single right answer, but here is some advice to start you thinking:
Ultimately, we don’t own any social media platform and have little control over the changes that are rolled out by these companies. So, the aim should always be to get people off the platform and into your business, rather than focussing on building followers on a platform you don’t control. Social media is a tool at the top of your funnel to get seen and connect with your ideal consumers. Remember, it is just one part of your marketing toolbox.
Joanna Glover is Global Marketing Manager at Spring Creek Vintners and a guest columnist in The Social Place.
Back at the start of vintage 2020, growers and wineries waited anxiously for the answer to the burning question -…
Since joining New Zealand Winegrowers I have been working closely with the environment team on central government consultations relating to…
Erica Crawford has taken some knocks over 25 years in the wine business, but she's emerged stronger each time.