Media 140; Using Real-Time Social Media

For global wine and food industries, real-time social media is a valuable interactive publishing platform poised to break the communication barrier between ‘audiences’ and authors. Real-time web promotes businesses by expanding networks and facilitating dialogue that engages all levels of consumers, from amateurs to connoisseurs. Utilizing social media, producers can easily establish and develop brand identity through direct relationships and feedback from their customers. Wine and food critics are no longer limited to professionals and amateurs now have a voice as well. Sites like Twitter, where content is updated and responded to constantly, are the practical tools and foundation for the future platforms of communication.

Without professional experience, Ryan Opus was able to foster the international community around wine through his successful site catavio.net and international wine conferences. By building relationships, remaining honest, and playing with the boundaries of traditional communication, he utilizes social media to convey his passion for wine tasting.

Opus started his wine blog with naive determination, survival instinct and ceaseless passion. He recognizes the content of your publication will always be the foremost factor deciding your success. A note pad, printing press, and blogging are all just platforms and publishing tools to convey your ideas and passion. He advises those who want to utilize social networking to, “Stop navel gazing!” Focus your attention on the product and your passion, not yourself. Consumers crave a relationship with their wine and real-time web allows wine enthusiasts to talk about the area, culture, history, and stories behind the wine.

Gianpaolo Paglia, of poggioargentiera.com, remarked that the world of wine is static. Old one-way models of communication focus on sending information with often repetitive, self-congratulatory and confusing content about wines. When choosing a product, consumers desire the presence of a producer who can engage them and convey their enthusiasm for their product.

Paglia suggests you ask for individuals’ opinions, not because you want to draw attention to your brand but because you desire their feedback in order to create a better network and product. By starting an online dialogue you run the risk that someone will post negative opinions about your product or ideas. Accepting opposition and being transparent shows you are open to comments and criticism, which can generate respect for you and your brand.

For this event Media 140 focused on food and wine because they are leading industries in Umbria as well as a piece of the regions’ history, values and culture. However real-time social media is significantly impacting other industries as well. Many global industries are seeing the rise of the amateur via new broadcasting platforms. As social media engages people in new and exciting ways, audiences are beginning to enjoy and request this form of discourse. Producers, reviewers, and consumers will easily benefit from adapting models of communication to include virtual social interactions.