The 36 Rules of Social Media (By Fast Company) … and how they apply to the Wine & Spirits Industry.

The September 2012 issue of Fast Company features a series of articles relating to Social Media. Also known as the “Social Media Roadmap” this series is a great resource for both content creators and content absorbers. One feature in particular, dubbed “The 36 Rules of Social Media” gives readers just that, 36 digital tips to live by, written by various Founders, Presidents, CMOs, Authors and Heads of Social Media (among others). The tips are listed below, along with my personal comments on the ones that particularly relate to Wine & Spirits Industry.

1. If all you do is respond to complaints, that's all people will send you. 
2. Stop & Ask; Would an actual person talk this way?
   • A key component to engaging content is the manner in which it is spoken. Posts by the Wine & Spirits crowd often target both consumers and industry professionals - it is important for both of these to feel like they are being spoken with (not to).
3. Everyone says they don't want to be marketed to. Really, they just don't want to be talked down to.
   • Exactly - as previously mentioned, speak WITH/ not TO  the audience in your posts.
4. The consumer is out for himself, not for you.
5. As monetization attempts go up, consumer experience goes down.
6. Don't try to be clever. Be clever.
7. Social is 24/7 not a one-time stunt.
   • As the old saying goes "If you can't do it well. Don't do it at all". Once you publicize your company's Facebook or Twitter account, users expect them to be active. If the account is collecting dust - shut it down. To avoid mishaps such as the potential frustration of a customer who posts about drinking your wine and never receives a response.
8. Always write back
   • Building on the previous tip - ALWAYS WRITE BACK. Social media is just that, SOCIAL - if a user is taking his/her time out to applaud or diss your product it is of utmost importance to publicly respond. Showing the social universe you are there,present and amongst them, eventually results with brand loyalty and down the road, $ spent.
9. Have an ROI. Have an ROI. Have an ROI.
10. People would rather talk to "Comcast Melissa" than "Comcast".
11. Solve problems for people who talk about you, even if they don't address you.
    • Especially vital for brands out there with limited distribution. It is a fact of social media life that many user posts express their negative thoughts and frustrations. Posts and tweets like "Can't figure out which wine to pair with my beef goulash" or "I would so love some XYZ tequila right now but have no idea where to find it" are your company's chance to shine. Be aware of on-line chatter beyond just that mentioning your brand. There are many social monitoring tools out there to assist in this.
12. Not everything will work, and that's fine.
13. Embrace negative content about your brand.
    • Sometimes the best comment is a negative one. It opens up the conversation to two things: 1- Your chance to directly address the concern of the commenter. 2- Your loyal fans to answer on your behalf.
14. Everyone's an influencer.
15. If fans distribute your content without permission, offer to help.
16. It's okay to drive people to your site instead of Facebook's.
17. Update your page - or delete it.
18. Don't make people do X,Y, then Z. Stick with X.
19. Last year: Pump out content. This year: Optimize content.
20. Become BFFs with your Facebook reps.
21. Social Media doesn't exist in a vacuum. Make traditional media and social media work together.
    • When developing your Social Media strategy it is important to, just like wine and food, pair it with the right traditional marketing mix. One is not better or a replacement of the other. The best campaigns work in sync - driving people offline to interact on-line and vice versa.
22. Desktop is conquered territory. Mobile is the battlefield.
23. If you don't see financial results, you wasted your money.
24. People fights for their privacy.
25. The only way to scale word of mouth: paid advertising.
26. Have a crisis plan.
27. Don't use ads to prop up boring content. Use ads to accelerate successful content.
28. Forget individuals. You're creating content that encourages groups to form.
29. People don't want to shop where they socialize.
30. Contests and sweepstakes are fine. If you want to encourage short relationships.
31. People care what you had for breakfast - if you're a food brand.
    • It may seem obvious, but this little gem is often overlooked. You are a vodka - do not post about your mother's favorite Elvis Presley song unless it relates. Your online fans are bombarded with literally 1,000s of pieces of information daily. Make sure ALL of your relates to your brand - do not waste your (or their) time.
32. Pinterest works.
33. Your fans own your brand.
34. If you're bored by Social Media, it's because you're trying to get more value then you create.
35. Think past vanity metrics like followers.
36. It's an organism, not a process.

The original article creative is posted below. Hope you enjoyed! (See full size image here).

Comments

[Darryl Tay]

Those are a lot of rules. But I think it is important to bear these guidelines in mind to make sure that you do not fall prey to these social media mishaps. Some of these tips are simple, but following them will save you from social media doom land. And I definitely agree with tip no. 7 about negative comments. The negative remarks come with the territory. Instead of being disappointed when you receive one, take this as a challenge to improve your brand and service. Remember that negative comments can be a catalyst for change.