Who’s Directing Your Social Media Message?

Your brewery’s story and message helps deliver the culture and reasoning behind what you brew. Making sure that message is streamlined via social media has become paramount to help build and maintain the brand’s image. Finding the best person to tell that message varies from brewery to brewery. For some, it may be a full-time job, other’s is just another hat in a busy day while some hire outside the walls of the brewery to help create and weave what needs to be said across several platforms.

“Much like every other regional craft brewery, in the early years our content was generated by a mix of our marketing and sales team members,” explained Liz Jaureguy, Dust Bowl Brewing‘s Social Media Manager. “We have since hired a Social Media Manager to curate authentic, creative and most importantly consistent messaging.

“Having a point person for social allows us to be even more dynamic in targeting cross-promotional opportunities, craft beer influencers, real-time industry trends and more. It’s even opened the door to coordinate more unique content from across the company, including our newly launched Brew Crew takeovers program and live-streaming from important consumer events.”

As Southbound‘s Social Media Manager, Natalie Alexander says she really focuses on what Southbound’s brand is and what they think as a company will reach out to the right consumers with the right message.

“Southbound has established such a great image of what the company represents (beer, love & music!) that we try to relay that in all of our social media outlets,” she said. “Social media is an incredible asset to marketing, especially for us to promote not only what’s up and coming, but also what’s happening in the moment.

“We’ve been able to live stream shows and concerts while they’re happening, provide footage of a step-by-step brew day and capture the exact moment for our consumers to enjoy with us.”

As president and founder of Foolproof Brewing, Nick Garrison says he is primarily in charge of that message, “but we have several members of our team spread out, all of whom have access to our social media channels.”

Garrison said planning is a key to make sure the same messaged is shared by the whole group.

“We meet every Monday to discuss social media strategy and tactics/schedule for the week ahead,” he noted.

For Grand Canyon Brewing, Alexander Phillips said that although he is the Director of Sales and Marketing, the GCB creative team collaborates across all platforms. He noted that storyteller-styled engagement can come from an employee’s perspective.

“They essentially drive their own content in collaboration with our creative team and once brand approval is OK’d, employees drive the social media marketing themselves on most platforms,” he said. “The message has become more focused, branding uniformed with a specific outdoor/craft feel that’s easy to communicate and identify with.”

But each platform has its own way to engage an audience, he pointed out.

“You’ve already got them to “like” or “follow” your media, engagement from initial like depends on how each platform works,” he explained. “For instance if I post the same picture/event/ announcement across multiple platforms the message may be very much the same but the format presented changes.”

Changes include more long-format writing and tagging on Facebook versus a short message — if any — on Instagram, but rather using multiple (many, many, as he put it) hashtags to draw attention.

“When you link all accounts and post a single picture/message it falls short and comes off lazy,” he said.

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