When people think 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 courses, I can say it’s definitely not easy. (That’s why I stay in business – LOL.)
Social media marketers are supposed to be content creators, photographers, videographers, community managers, customer service reps, data scientists, etc., etc., etc.
Even still, I sometimes see a new position combined with 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 task that intersects with everything else they have to do, which is often why it’s one of the first things to do. do when business gets hectic.
That’s why it’s so important to plan ahead with content creation: when things get busy, you can still market your brand and connect with your target audience. (See No. 2 in this list things that you shouldn’t do when it comes to social media.)
One thing we’ve learned since the 2017 fires is the importance of social media for connecting with your audience and sharing details about your latest promotion, product or service. Or just let people know you’re open.
Social media has become the perfect place to do this, but when it comes to managing accounts for brands, it really shouldn’t be just anyone’s job. This is a marketing position, which is a different skill set than running a wine club.
Which isn’t to say that someone for a small cellar can’t do both – they can, but it’s not a simple matter.
I spoke with a few social media marketers in the Bay Area, and here are a few things they want people to know about the job:
Online Wine’s Vanessa Justice has worked in the direct-to-consumer (DTC) wine industry for over nine years, having started as an avid wine consumer before expanding to manage social media for wineries across the country. bay area such as Broc Cellars, Las Jaras Wines, Vignoble Tessier and Subject to change. She likes to mix storytelling with promotional marketing, and her biggest tip is to “coordinate your social media efforts with your email marketing and tasting room offerings.”
It’s one thing to share a nice photo, but you also have to encourage your audience to take action (register for a tasting, go to your site, visit the place, 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 reuse your quality content and repeat your proven message – as long as you add new content in between – across your digital platforms.
“In this age of information overload, your target audience will be able to more easily remember messages they’ve seen or heard more than once,” she says.
Maura Postlethwait is the founder of Social with Maura and social media account manager for Robert Biale Vineyards for the past three years.
She compares social media marketing to event planning,
“It’s more than just a display! Think of an event; as an event manager, you wouldn’t show up on the day of the event without planning ahead and expect rentals, vendors, and guests to arrive. An event would not be executed without proper strategy, planning and follow-up. The same goes for social media marketing.
Maura also spends much of her time engaging with clients on her client’s social media; she understands that connecting with a target audience is just as much a part of the job as creating content.
Michael Patterson is a content creator and social media marketing guru who goes by the name “Boy where are my tacos” on Instagram.
His Instagram account is where you can find his videos and images featuring restaurants throughout the Bay Area and in Sacramento – for example, his portfolio of work he’s done. It helps some restaurants create their own content and supports accounts for others. His style usually involves high quality close-up videos of what he eats, set to hip hop music. And, I will say, his videos alone convinced me to make reservations many times. (here is an example.)
Michael wants restaurants to know that creating content isn’t “something you can press a clock and do.” Maybe some can, but I can’t be creative on demand.
He suggests marketers take inspiration from their surroundings when it comes to video content, especially for their Instagram reels.
Creativity is difficult to replicate and command. It takes practice and skill. Of course, you should always plan ahead for the things that need to be shared, like upcoming promotions or social media holidays.
If you’re looking to move your business forward, now is the time to invest in your social media marketing efforts by outsourcing or hiring a dedicated in-house person.
Indeed, according to a report by LinkedIn Marketing Solutions, marketing jobs – especially digital marketing jobs – are increasingly in demand. This means your competitors are hiring digital marketers to take their business to the next level – and companies that continue to see social media marketing as a small item on their big to-do list will be left behind.