Managing your social media effectively requires thoughtful planning, timely engagement, and data-driven decision-making. The goal, explained MadTree Marketing Manager Trevor Self, is to “keep telling your story” in ways that resonate with followers while remaining open to new opportunities. Across multiple platforms, the task for any social media manager is to connect with followers in real-time , which is important while also delivering pre-planned and thoughtful content. Of course, planning is always key, and here are some ideas from breweries across the country.
Plan Ahead, but Leave Room for Flexibility
Following a structured content calendar while keeping space for timely posts is something to look at doing. For Esoteric Brewing, co-owner Marvin Abrinica said that planning should cover the basics like events, holidays, and taproom activities.
“There should be no surprises when it comes to marketing,” Abrinica said. “At the end of the day, you know what’s going to happen in the taproom each week. You should know all those things in advance.”
Look to develop your content calendar around core events, with room for improvisation based on trending topics or spontaneous events.
MadTree’s Self added that the importance of preparing in advance while staying ready to adapt is key.
“Things are going to change at the drop of a dime,” he said. “If something more relevant comes up, you can push planned content off and pounce on the opportunity.”
Engage Meaningfully and Monitor Key Metrics
Beyond posting content, breweries must foster meaningful engagement and measure the impact. Self said tracking things like ”Engagements per Post” and ”Engagement Rate per Impression” to ensure content resonates with followers.
“When the content is really engaging, less can be more,” he said. “This helps identify what actually resonates, so we know how to message moving forward.”
Look to track and analyze engagement metrics to identify what works and adjust posting times and strategies based on insights from follower interactions.
Toppling Goliath’s Marketing Manager, Sarah Moellers added that engagement is strengthened by being present during peak interaction hours.
“We schedule posts for optimum times and ensure our team is ready to engage with followers during those golden hours,” she said.
Leverage Analytics and Paid Advertising Wisely
Social media is no longer a free playground and understanding data while utilizing paid ads is essential with some brewery’s social media budgets now comparable to all other media tools.
Motorworks takes a data-driven approach, integrating Google Analytics to inform its social media strategy. Use free tools like Google Analytics to monitor website traffic and consider paid ads strategically — especially for non-beer revenue streams, such as event hosting.
“Google Analytics shows us who’s visiting our site, where they’re located, and their demographic,” explained Barry Elwonger, Director of Sales and Marketing. “It helps us tailor content and even explore new satellite locations.”
READ MORE: Crucial Elements for Your Website & Social Media Platforms
Aiming for specific, measurable outcomes ensures that marketing dollars are spent effectively. Motorworks sets SMART goals (Specific, Measurable, Attainable, Realistic, and Timely) to align campaigns with key business objectives.
Study Competitors & Adapt Strategies
Monitoring competitors’ activities can offer valuable insights. Elwonger added the importance of watching other breweries or similar companies through tools like Facebook Insights.
“I follow about 20 competitors to see how we stack up,” Elwonger said. “It helps us learn from what they’re doing well and ensures we stay ahead.”
Use those competitive analysis tools to benchmark your performance and fine-tune your strategies based on trends to help figure out what drives your consumers more.
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