I’ve made some assumptions lately about this space: the blogosphere, the “internets” and social networks. Those assumptions were that if you are here, you inherently “get” something about their value, their longevity and their impact on the paradigm shift that information, socializing and all media are currently going through right now. I was wrong. There are people in this space who are clearly confused, dabbling or deconstructing the value system we in this space are creating.
Social Media/Networks as applied to the wine industry have been my focus for nearly 18 months. Essential facts and stats to base your pursuit of online presence for the wine industry (blogging, marketing or any other industry you enjoy) follow here:
There are over 200,000,000 blogs. According to Time Magazine (Oct 13, 2007, yeah, that printed news source), social networking sites are officially more popular than porn sites. And according to Brian Solis, Social Media “is only going to become more pervasive and as such become a critical factor in the success or failure of any business.” from The Social Media Manifesto.
Traditional Advertising and Media are enduring either a long slow death or an increasingly short, quick one. They have been for awhile. If you don’t already know this, you are stuck in the 20th century and haven’t been introduced to TiVo, PayPal, or facebook. Either way, traditional advertising is going the way of the dodo bird. Whatever takes its place will be…different.
The Blogosphere: Blogs are becoming (and replacing) a significant portion, though not all, of our favorite printed materials including magazines, periodicals, tabloids, pamphlets, catalogs, fliers, books, letters, etc. As such, they also have a similar range in scope, authorship, quality, purpose and audience. Tom Wark offers an insightful statement about the status of blogging, “What once was legitimately considered a fringe endeavor should really be understood as mainstream today.” Likewise, Steve Heimoff agrees: “But I do believe that WineDiverGirl is on to something when she says “wine bloggers are here to stay” and wineries need to engage them.”
Word of Mouth (aka WOM): “‘Word-of-mouth’ the most powerful selling tool…78% of consumers say they trust the recommendation of other consumers.” - Nielsen, Trust in Advertising, 2007 Global Consumer Survey Report. Bloggers are part of the WOM chain online who like to talk about what they learn, what they like and what they love.
The Internet is becoming the town square for the global village of tomorrow. ” Bill Gates
Lenn Thompson offers a spark of insight here with “…just remember that every blogger blogs for a different reason. That’s their choice.” (from the comments section here.) I don’t expect that there will be a guidebook of rules for (wine) bloggers, nor do I believe there needs to be. The debate and conversation is healthy for our new and quickly growing industry. And I am sure that bloggers who offer content of value (intellectual, entertainment, information or otherwise) will find readership if they choose.
I write this blog from my own independent perspective. I currently work at a wine sales and marketing company. I am not, however, paid or influenced in any way in regards to the content of this blog or to write this blog. I like wine, beer, vodka and an occasional Pimm’s cup. I am female, a mom, caucasian and have a whole slew of other influences from the Doors to Keith Olberman. You can find out more about those influencecs here.