What do a winery (and vacation cottage!) outside of San Diego and a Muscadine wine producer in North Carolina have in common?
They are both the quantitatively best winery adapters of social media: Eagle’s Nest Winery has over 6,000 followers on Twitter while Duplin Winery, “the world’s premier Muscadine winery located in Rose Hill, North Carolina” has nearly 4,000 fans on Facebook.
Whodathunkit! Do the small, new or off-the-beaten-path wineries tweet harder? Rounding out the top five twittering wineries are: a winery founded in 2001 in the Barossa Valley; a proto-winery in Sonoma that has yet to sell a bottle; an Iowa winery; and Mouton Noir wines based in Harlem.
Certainly, as our recent discussion showed, overt marketing is mercifully likely to fall on deaf ears in these new media. But these business are tweeting for dollars, one way or another. The logic may be as clear as with the underpants gnomes from SouthPark. Their business strategy was:
Phase 1: Collect underpants
Phase 2: ?
Phase 3: Profit
Which platform works best? The media and finance worlds are abuzz this week with a report that teenagers don’t use Twitter. Indeed, a friend who works at college told me of a poll that showed only 0.5% of the undergrads used Twitter while 70% use Facebook. Twitter must be for old folks like John Hodgman who tweets about taking naps.
Since Facebook has high adoption among underage youngsters, we instead checked in with the two tweetest wineries who offered some thoughts on Twitter’s effectiveness. Dennis of Eagle’s Nest had some general comments in the previous thread.
Kym Teusner got his bachelor’s degree in 2001 and started Teusner wines that year in the Barossa Valley, which is now the number two most followed winery on Twitter. Dave Brookes, the self-proclaimed “Teusner twit,” shared his experience via email, unpacking that mysterious step two in the underpants gnome model:
“We’ve been tweeting since February without using automated traffic builders…..ahem…..unlike other wineries. We basically target wine lovers. Anyone getting more than 100 followers a day is using a automated system and we are more about quality than quantity. ”
And as to sales, Brookes replied, “Yes certainly….it has led to new on and off premise accounts in overseas markets and new customers domestically….most importantly we have built great relationships with customers via twitter and that is gold.”
Five wineries with most followers on Twitter according to wefollow.com: