Wine blogger/tweeter, who do you represent?
Having worked in online media and services these last 15 years, I have come to know the good, the bad, and the ugly in this space, especially with that involving the latest marketing tactic: social media.
In the years ahead, consumers are going to have to be much more discerning in terms of who they trust to influence their perspective on wine, let alone their purchase decisions.
An increasing number of folks are launching blogs, creating link bait, spamming blog comments, and tweeting up a storm while never revealing their affiliation with the wine trade. Their sole intent is to appear as something they are not in hopes of steering consumers down a path that ultimately makes the cash register ring.
Just last year, a local winemaker spammed my site with comments that had absolutely nothing to do with the posts, but everything to do with creating link juice to his winery's website.
When I emailed him explaining why I wasn't going to post his comments, he stated that he was only doing what a leading wine blogger affiliated with the trade had told him to do to drive more traffic to his site.
It was shocking to think of what people were willing to do to promote their wine. And it was incredibly disappointing to learn that this poor advice came from a fellow wine blogger.
While I embrace the growth and practice of wine blogging, tweeting and other approaches online, I am suspicious of anyone who enters this arena without full disclosure as to who they are and/or who they represent.
A case in point is a recent exchange with an individual on Twitter, who after frequently tweeting against my position on the merits of disclosing wine ingredients, went silent when I inquired about his/her affiliation with the trade.
I made another inquiry tonight, but still no response even though this individual is regularly tweeting about other topics. Interesting that our exchange spanned several days of tweets, whereupon there has been radio silence ever since this person was pressed to disclose.
To anyone practicing an approach like the person above: if you're going to promote certain opinions about wine or rail against those that disagree with your position, then you'd better come clean as to who you are and/or who you represent.
Otherwise, more consumers like me will call you out and demand that you reveal your affiliations. If you can't be shamed into disclosing who you are, then maybe we can shame you into silence.
Comments
Nice post Thad! It bothers me seeing people spam things as though they were consumers. This is a much larger topic I suppose and could encompass disclosing free samples, personal relationships, etc. Granted I don't think it's fair to demand that everyone lay out their life story for the world, but I don't think it's difficult to be honest and still promote business, whether it be your own or someone else's. Thanks!
Posted by: Ryan Reichert | January 12, 2010 11:44 AM
Thad - great site, I'm excited to add it to my reading list.
Appearance is not what it may always seem - good less for any industry.
I would be curious to hear your thoughts about the real impact of social media on the wine industry. Who is doing this well and driving sales, engaging their customers, and bringing on new customers.
and, who has not done it so well?
Posted by: Sean | January 12, 2010 12:13 PM
Great points Thad. I think your advice applies to any blog author, commenter, tweeter or other person one encounters that shares an opinion.
Posted by: dcpatton | January 12, 2010 12:48 PM
Practices like these and other, let's call them "gray-hat" tactics (lies of omission rather than outright fabrications) hurt wine blogging in general. If a consumer learns that someone they suspected was Joe (or Jane) Average Wine Drinker turns out to work for Industrial Wine Company, Inc., (or whatever), then they're going to question us actual Joe Averages.
Plus, if all the attention is being paid to the people with the underhanded tactics, it also makes it untenable (or at least REALLY HARD) to stay completely above-board. C'est la vie.
Posted by: Steve Paulo | January 12, 2010 01:43 PM
I'm a pretty ambitious guy and tweet / comment a like, but I am floored that you encountered this. Thanks for bringing it up.
Josh
Posted by: @nectarwine | January 12, 2010 05:48 PM
Thanks for your comments.
Ryan, I agree with you. I have a bias toward full disclosure, as one can't be halfway when it comes to revealing affiliation, samples, and other special treatment. Wine remains a subjective topic, but transparency is an objective assessment.
Sean, while I can't speak to impact on sales, I do know of wineries/winemakers who do an excellent job connecting their customers to their wines thru blogging or other approaches. I constantly call these folks out and provide high praise for their efforts when and where relevant.
Steve, you raise a good point about the harm that black or even grey hat efforts have on those of us who have no affiliation with the trade and are merely trying to share our consumer experiences with wine.
Again, thanks for visiting and sharing your thoughts on this important topic.
Posted by: Thad W. | January 12, 2010 07:52 PM
Thad, Especially as the number of wine bloggers proliferates, it is essential that people are identifiable and that their affiliations and practices are as transparent as possible. Difficult to do on Twitter where the tool isn't set up particularly well but easy to link back to a blog that contains this information.
Posted by: Sean P. Sullivan | January 13, 2010 03:37 PM
Sean, you're right about the importance of including a link on a Twitter account. It certainly offers a dose of credibility and over time helps build trust. Assuming, full disclosure is offered at the site the links brings one to. Thanks for the comment.
Posted by: Thad W. | January 13, 2010 08:31 PM
Thanks for this post Thad - these conversations are important. I'm a blogger, with a personal blog site, but I also work in the industry and care a great deal about the success of the business and the industry as a whole. For me - it seems that disclosing my connection to the industry without disclosing my employer is the right way to go. Maybe that's partial disclosure with sincere intent? What I think, write, misspell, rant about, and draw doodles of personally is very separate from my work life, and professionally - I just can't see crossing my on-line identities up. Ultimately, when I communicate on line as VinoCulture, I represent only myself. Honesty and disclosure are vital, but as is with anything - we all have to build our own credibility and protect our own interests. I'm interested to hear what other folks say and hear from other industry/personal, duel identity bloggers.
Posted by: VinoCulture | January 14, 2010 04:26 PM
Somehow I missed this blog, but good stuff. As I have always said, whether it is on the ebob message board or a blog comment, if you have to be anonymous to state an opinion, then it isn't worth very much.
Posted by: Catie | January 22, 2010 07:01 PM