Making a Meaningful Social Media Connection

Core Brewing‘s Chris Reed said it has become evident that as a 40-year-old-man, he is not fluent in hashtags.

Instead of muddling through it all, the Arkansas brewery recently outsourced its social media to a management company.

“In the very noisy space that we operate in (craft beer), it was obvious that we needed to evolve to stand out with consumers,” he said.

It’s too soon to say how much impact the change has been, but the brewery’s Sales and Marketing Director did not that he has seen a significant improvement in the quality of content.

Sometimes, it comes down to the staff you have on hand as well. Dan Shapiro pointed out that Los Angeles’ Angel City is located in the Arts District, so there’s always someone crafty around with a camera nearby to help engage consumers with eye-catching photos for the likes of Instagram or Twitter.

“We try to focus on the community as much as we focus on the beer,” he said. “People want to connect with people, so we like to highlight all of the cool things that are happening at the brewery, the great partners that we’re working with, and the awesome things people do to inspire our beers.

“We’re lucky enough to have a few great photographers on staff, so we end up using a lot of those photos, but we’ve found that the most important way to get people engaged is to keep things fun and not take ourselves too seriously.”

Niki Bates strives to post visually stimulating photos on Instagram for Great Northern Brewing.

“Not only [do you] grab the attention by themselves but also grab attention when seen together, as a ‘feed,'” she said. “Cohesive and beautiful photos that represent a strong sense of branding have helped us to grow our following and engagement by at least double since implementing this new strategy.”

She pointed out for others to work on diversifying the photos and creating a plan will help to keep a feed fresh.

“Think: ‘people want to see something new and exciting’, not the same content they can find anywhere else,” she said.

Taking high resolution photos, whether with your phone or a camera, is key. Especially any product shots that will go on a brewery website.

“It shows care and thoughtfulness,” she pointed out. “Think: ‘if they care this much about their photos, they must care ALOT about their beer’.”

Consumer engagement comes in many different forms, but one of the most exciting ways is when they tag their friends on a post, to keep the conversation moving.

“If we’re doing something cool with the beer, and someone is so excited about it, they feel compelled to tell someone else, that’s the biggest compliment we can receive,” Shapiro said.

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