Diagnostic Tools to Assess Social Media Presence for Marketers of Experiential Products: Exploring the Wine-related Social Media Interactions

Main Article Content

David Dean https://orcid.org/0000-0003-2534-8065
Sharon Forbes
Valerie Manna

Keywords

Social Media, Network Analysis, Wordcloud, Sociograms, Wine, Marketing Strategy

Abstract

The purpose of this paper is to employ available search and analytical tools to explore the type and quality of information that can be derived from large scale social media interactions. Using graphical techniques such as wordclouds, tracking wordclouds over time, and sociograms (including name and chain social networks), a wealth of information can be derived from the candid and public social media statements and interactions that have become a part of everyday life. The first step to turning this vast source of data into usable diagnostic social media marketing information is understanding how to interrogate the social networks.  This research offers search strategies and techniques for Twitter, Facebook, and Instagram. This research looks at wine-related social media posts during a one-week period in August 2016 resulting in 1450 posts (tweets) in Twitter, 10,000 posts in Instagram, and 250 posts in a Facebook group.  Specific research and marketing strategies and recommendations are directed to those in the wine industry.

Downloads

Download data is not yet available.
Abstract 65 | pdf Downloads 35

References

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.

Chui, M., Manyika, J., Bughin, J., Dobbs, R., Roxburgh, C., Sarrazin, H., Sands, G. & Westergren, M. (2012). The social economy: Unlocking value and productivity through social technologies. McKinsey Global Institute.

Fuentes-Fernández, R., Vriesekoop, F., & Urbano, B. (2017). Social media as a means to access millennial wine consumers. International Journal of Wine Business Research, 29(3), 269-284. doi:http://dx.doi.org.ezproxy.lincoln.ac.nz/10.1108/IJWBR-08-2016-0030

Gruzd, A. (2016). Netlytic: Software for Automated Text and Social Network Analysis. Available at http://Netlytic.org

Hambrick, M. E. (2012). Six degrees of information: Using social network analysis to explore the spread of information within sport social networks. International Journal of Sport Communication, 5, 16-34.

Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179.

Lu, C., Suhartanto, D., Gunawan, A., & Chen, B. (2020). Customer Satisfaction toward Online Purchasing Services: Evidence from Small & Medium Restaurants. International Journal of Applied Business Research, 2(01), 1-14. https://doi.org/10.35313/ijabr.v2i01.89

Mangold, G. W. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

Netlytic.org Making Sense of Online Conversations (first accessed July 2016)

Quinton, S. & Harridge-March, S. (2010). Relationships in online communities: The potential for marketers. Journal of Research in Interactive Marketing, 4(1), 59-73.

Reyneke, M., Pitt, L. & Berthon, P. R. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23(1), 21-35.

Thach, L., Lease, T., & Barton, M. (2016). Exploring the impact of social media practices on wine sales in US wineries. Journal of Direct, Data and Digital Marketing Practice, 17(4), 272-283. doi:http://dx.doi.org.ezproxy.lincoln.ac.nz/10.1057/dddmp.2016.5

Wilson, D. & Quinton, S. (2012). Let’s talk about wine: Does Twitter have value? International Journal of Wine Business Research, 24(4), 271-286.