subject: Social Media Beer [print this page] Calling it social media is somewhat of a misnomer. When you actually peel-away the layers of the onion, social media is no more than interactive media. We use Facebook and Twitter to share our thoughts. If people like what they read, they add to it. If they dont, get ready for some basic online bullying.
Theres nothing less sociable than hurting a persons feelings. H8ers comments often lead to more acrimony among the users, soon turning into an unproductive pissing match.
A few companies are using interactive tools to boost their product line. Occasionally they frack things up like the recent Tweet from an idiot at KitchenAid. Get a load at what this corporate moron posted to coincide with the first televised debate between the former Massachusetts Governor and the President of the United States:
@KitchenAidUSA: "Obamas gma even knew it was going 2 b bad! She died 3 days b4 he became president"."??? Wow!" #nbcpolitics
Just plain stupid. KitchenAid had to apologize but only after the damage was already done to their brand.
A Smarter Way to Market a Product
A company called Pacifico isnt rolling in such a destructive way. Their Pilsner-style beer from Mexico is trying to noodge its way into the American market by using social or interactive media as a pivot-point.
The admen are employing Facebook. Go to their page and be prepared to travel to the state of Pacifico.
What youll find on FB is a link to a map that points you in the direction of off-the-track places and neat activities across America. Included are nearly 40 videos about the all things Pacifico. You can also stream whats happening from a location in Jedediah Smith Redwoods State Park in lovely Cali. Theyve likewise set up a cam that lets you watch a nest of osprey in Maine.
Wanna take a road trip? The brewer lets you create a plan to travel through the state of Pacifico. Key in your location. A Google map will pop-up an itinerary for you to cruise. Dont want to wing-it alone? You can invite friends to pile into your car to hit the highway with you.
Indian Wells and Ballistic Brewing
Weve already talked about Tweet-a-Beer. Indian Wells and Ballistic have embraced Twitter along with a brew store for a series of tasting sessions.
Those who want to join in can get a gift card to buy a sampler pack from the store. Youll have an hour to sample and post your experience. The only rule is that you have to use the hash tag of the place where you got the stuff.
Gets you to try the beer and visit the grocery store to pick up your sampler bottles.
As more-and-more brewers get hip, expect to see much more creative uses of interactive media. Who knows, maybe one day youll be able to spill your beans to a virtual bartender to get her to cry along with you in your beer.
