When people think that social media marketing is easy, I have to laugh.
After 12 years of managing social media accounts, blogging about digital marketing, and teaching best practices, I can say that it’s definitely not easy. (That’s why I’m staying in business – LOL).
Social media marketers are expected to be content creators, photographers, videographers, community managers, customer service representatives, data scientists, etc., etc., etc.
Still, I sometimes see a new job title combined with a tasting room manager, wine club manager, restaurant manager, etc. in online job descriptions for wineries / restaurants looking for candidates.
For many Bay Area small business owners, social media marketing is a chore that mixes in with everything else they have to do, so it’s often one of the first things they need to do when business is done. they get agitated.
This is why planning ahead is so important in content creation – when the going gets tough, you can still market your brand and connect with your target audience. (See # 2 on this list of things to I shouldn’t be doing in regards to social media).
One thing we’ve learned since the fires in 2017 is the importance of social media in connecting with your audience and sharing details about your latest promotion, product, or service. Or just let people know that you are open.
Social media has become the place to do that, but when it comes to managing brand accounts, it really shouldn’t be a job for everyone. This is a marketing position, which is a different skill set than managing a wine club.
Which does not mean that a person for a small winery cannot do both, they can, but it is not a simple question.
I spoke to some social media marketers in the Bay Area, and here are some things they want people to know about work:
Online Wine’s Vanessa Justice has been working in the direct-to-consumer (DTC) wine industry for over nine years, starting as a wine-loving consumer before expanding to manage social media for Bay Area wineries like Broc. Cellars, Las Jaras. Wines, Tessier Winery and subject to change. He likes to mix storytelling with promotional marketing, and his biggest advice is to “coordinate your social media efforts with email marketing and tasting room offerings.”
It’s one thing to share a nice image, but you should also encourage your audience to take action (sign up for a tasting, visit your website, visit the location, etc.). Mixing a story with your content and a call to action (CTA) with a message can create a community that wants to buy from you.
Vanessa also wants to remind marketers not to be afraid to repurpose her quality content and repeat her tried and true message, whenever you add new content in between, across all of your digital platforms.
“In this age of information overload, your target audience will be able to retain the messages they have seen or heard more than once more easily,” she says.
Maura Postlethwait is the founder of Social With Maura and manager of the Robert Biale Vineyards social media accounts for the past three years.
Compare social media marketing with event planning,
“It’s more than just posting! Think of an event; As an event manager, you wouldn’t show up on the day of the event without prior planning and wait for rentals, vendors, and guests to arrive. An event wouldn’t run without proper strategy, planning, and follow-through. The same goes for social media marketing. “
Maura also spends much of her time interacting with clients on her clients’ social media; understand that connecting with a target audience is just as important a part of the job as creating content.
Michael Patterson is a content creator and social media marketing guru who goes by the name “Dude Where’s My Tacos” on Instagram.
His Instagram account is where you can find his videos and images showing restaurants throughout the Bay Area and Sacramento, for example, his portfolio of the work he has done. He helps some restaurants with the creation of their own content and takes care of the accounts of others. His style generally includes high-quality close-up videos of what he’s eating, with hip hop music. And, I will say, only your videos have convinced me to make reservations on numerous occasions. (Here is an example).
Michael wants restaurants to know that content creation is not “something that you can bookmark and do. Maybe some can, but I can’t be creative on demand. “
It suggests marketers take inspiration from their environment when it comes to video content, specifically for their Instagram Reels.
Creativity is difficult to replicate and master. It takes practice and skill. Of course, you still need to plan ahead for things that need to be shared, like upcoming promotions or holidays on social media.
If you are looking to move your business forward, now is the time to invest in your social media marketing efforts by outsourcing or hiring a dedicated person internally.
In fact, according to a report by LinkedIn Marketing Solutions, marketing jobs, specifically digital marketing jobs, are in increasing demand. This means that your competitors are hiring digital marketers to take their business to the next level, and businesses that continue to view social media marketing as a small item on their big to-do list will be left behind.