How to use social media to my benefit?

Keeping track of what is being said about your brand online is important so you can thank people for positive comments, and nip complaints in the bud. With the social keyword feed, you can search for any combination of handles, hashtags and keywords. Posts with those words from Facebook, Twitter and Instagram are served up so you can have one place to glance at what’s happening around you.

Follow up on purchases no matter where they are made (either virtual or from your physical site) with a personalized thank you note. I can’t stress enough how far a personal thank you note can go in cementing a long-term relationship.

Acknowledge your best customers by interacting with them. Don’t let this be a one-sided relationship where the only time you communicate with them is when you send them a receipt or email them an offer.

Be available and engage where your customers and potential customers are. Be it at your winery, in a virtual sense or in social media. Are you listening to what is being said about your brand? Are you engaging at the point of need or demand? Are you adding to the conversation as opposed to broadcasting a message? When someone speaks of your brand positively follow up and thank them. If there is negative conversation engage and exercise the opportunity to convert that person into an evangelist. Some of my clients have had great success in doing this.

Humanize your brand by understanding your customer. This comes from listening and paying attention to each individual customer's needs. How do you accomplish this?

Social Media allows your brand to be available 24/7; it allows you to build your peer-to-peer brand ambassadors who will help you build trust and earned media. You can continue that one-on-one conversation or relationship virtually. By becoming part of the conversation your relationships are strengthened and become even more genuine. When you build a relationship you do a lot of listening and respond according to the other person's needs when this happens trust is built, resulting in brand loyalty and profits.