Josh is right on target with this post about social media and relational marketing. The paragraph below is a paraphrase of a comment that I left on Josh’s blog -
I think that most people are looking at social media all wrong. The point is that it is an extension of the kind of work that they are already doing in other arenas. Any business, and especially any retail business, is built on relational marketing and social networking. The only difference here is that this is moved onto online platforms like Twitter, Facebook, and Foursquare. These are only tools, just like a telephone, that can be used to extend the reach of the work that wineries would normally do in the tasting room.
I think Josh also bring up a good point about selecting the metrics that you are going to track to measure success. The problem that a lot of businesses on Twitter have is that they have no plan or direction. They are just aimlessly tweeting, which will not provide the kind of ROI that they could get if they were more strategic with their efforts. Definitely read the whole post when you have time.