So you’ve joined Twitter to promote your beer? Very sensible. After all, it’s free, and the potential is enormous. But we’re not going to follow you, and here’s why.
1. Your company has a long and interesting history and is full of fascinating characters. Your brewery, to people who don’t work in one, is an intriguing and mysterious place. But what do you Tweet about? Nick sums it up pretty well here:
Anybody fancy paying me to run a brewery Twitter account? eg “Wow it’s [cold/warm out there/Friday/Ramadan], who fancies a [brand of beer]?”
— Nick (@Nickiquote) July 9, 2013
2. Every time someone mentions you, or shares a photo of one of your beers, however banal their commentary or the image, you Retweet it.
3. You nag: Like this on Facebook! Go here! Use this hashtag! As the playground saying went: ‘Askers don’t get.’
What you ought to be doing
Share information which, if we weren’t following you, we wouldn’t get to see. Dig in the archives, explore strange corners of the brewery, introduce us to the characters in your business, take us away from our ‘humdrum lives’ (© Jorvik Viking Centre, via Richard Herring) with intriguing images. Give us the inside scoop.
Interact with people at a level beyond naked self-promotion: don’t react only when you see your brand name mentioned, butting in with a boneheaded shout-out for your latest product.
And that’s it.