Social media - it's not free but it does work

Author: Lockshin, Larry

Abstract: This article discusses both the benefits and disadvantages of using social media as a part of a marketing strategy. The author warns that this communication method is not as easy or ‘free’ as it may at first seem, for several reasons including; the large amount of time required continually updating such sites and retaining customer engagement, limited reach, and difficulty in engaging new customers. The author recognises the possible benefits of using such methods but cautions that social media should only act as one small part of an overall strategy and that those in social media positions should be well equipped with product and wine industry knowledge to use it to greatest effect

Publication: WBM. Australia’s Wine Business Magazine, February 2015, pp. 14-15

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