In case you haven’t noticed, it isn’t 2006
anymore. There’s too much noise
competing for attention on every social network out there.
You can’t just open accounts on every network
and expect them to grow. Even agave
won’t grow if you don’t maintain it.
It’s the same with social media.
Your following won’t grow if you don’t feed, water, and love it
You might think that buying followers, likes
and comments is the Miracle-Gro of social media but consumers are too savvy for
that. When you have thousands of
followers that are clearly Turkish or Russian, consumers know that what you’re
serving up is fake.
didn’t think that people were checking out your followers before they followed
Time is finite and valuable and consumers
don’t want you spamming up their feeds with something of little or no
value. The consumers you want, the ones
that actually buy quality, craft tequilas are looking for quality and craft in
your social profiles as well.
You can’t just slap up a shingle and expect
business to roll in. You’ll need to know
what, when, and how to post to your networks to make them engaging and grow
your brand’s fan base with real, live consumers.
The first step is posting great content regularly.
I see this a lot with new brands:
They believe they need to spring forth, social networks
fully grown and populated as though they were some God from Mount Olympus.
Well, that would be great but *news flash* unicorns and
mermaids aren’t real either.
You don’t need to post every day when you’re just getting
your social media started. In fact, if
you do, it could overwhelm a small initial following and they may just drop
The key is to post consistently.
As I said previously, I recommend brands who are just
getting started post only three times per week:
- Post on Monday to help followers ease
into their workweek or share their weekend stories.
- Post on Wednesday to get your
followers over the hump and looking forward to the weekend.
- Post on Friday to get their weekend
started with a bang.
Remember that not all posts should be broadcasting. You can’t you’re your following to BUY, BUY,
BUY all the time. They’ll burn out and
stop following. Share your brand story,
educate consumers about what sets your brand apart from others, and let them
know where they can find local tastings or retailers that stock your brand.
Consistent posting shows new visitors to your social
networks that you are active, your brand is alive, and they should be looking
for it in stores, bars, and restaurants.
It signals a virtual pulse and, in this time of brands drying up due to
the agave shortage, a pulse is vitally important.