By Margaret Snook for Wines of Chile
The wine world was fast to pick up on the benefits of Twitter. A quick check shows thousands of purple stains on the wine-splattered Twitterverse:
product-promoting wineries, terroir-hunting winemakers, swirling-sniffing-spitting critics, and enthusiastic consumers all contributing their two cents worth, 140 characters at a time.
In the world of media–social or otherwise–it’s all about communication and getting the word out fast, and Twitter makes spreading the word faster and easier than any other medium to date… but is there such a thing as too fast?
Have Miss Manners and Latin America’s own manual-writing Carreño spoken out on “Twitterquette” yet?
The question came up last night when Chilean winery Canepa launched its new Genovino Carignan (very interesting wine, and well worth looking for, by the way). I was scolded by a colleague for tweeting about the event during the presentation. It was disrespectful, I was told, to do an instant relay to the world that Canepa was launching a new Maule Valley Carignan from Cauquenes; that the formerly brutish Carignan had polished up nicely and earned its society debut; that old-vine, dry-farmed Carignan was a new opportunity for Chile to distinguish itself, etc.
I was surprised. Not even a week ago the owner of another winery told me that he was very happy to see that at least two of us were sending out tweets during his latest launch–one of us in English, the other in Spanish. Immediate world-wide product communication. Isn’t that a marketing dream come true?
So I’ve been mulling it over. Yes, it can be distracting to see someone madly hammering away on a smart phone. But I suppose the same argument could be made for those of us who scribble copious notes. Or take pictures. Or use a tape recorder. Perhaps all of these mediums–now so widely accepted as necessary tools of the trade–were once considered distracting and disrespectful.
Or… perhaps it’s a matter of becoming accustomed to new technology and accepting that cell phones and social media are no longer just leisure items or signs of distraction, but have become incorporated into the essential communications tool kit.
To Tweet or not to Tweet
So now I put it to you:
Writers: Do you tweet at wine events? At product launches? During tastings? I’ve confessed I do. In fact, it’s part of my job description at Wines of Chile to tweet during WoC events. In fact, Wines of Chile has TWO Twitter accounts, and you can follow us at @WinesofChile for general news and @DrinkChile from our US office.
Presenters: Do you object to having your message communicated immediately?
Consumers: Do you follower Twitter for super timely wine information?
Time for YOUR opinion! Please leave your comments below!
New to the Twitter concept? Not sure what the fuss is about?
Check out: the Twitter 101 guide for businesses.