Facebook and Twitter are maybe not sufficient to supply the world of wine with the news and contact information they require, according to U.S. students who want to use a specific social news platform
A recent study by Marianne McGarry Wolf, Mitch Wolf, Leanne Brady, Hanna Peszynski, Lindsey Higgins and Shane Wolf published in “Wine economics” shows how the wine world faces an increasing use of the social media. 11.5 million U.S. users of Facebook are interested in wine, beer or spirits. This is why the wine industry uses the Internet to communicate with customers and to define their profiles. But not only that, it also uses it to establish relationships and to find suppliers. A survey of ABLE “Social Media Marketing” 2012 revealed that 94% of American wineries are on Facebook, 73% are on Twitter, and almost half believe that social media facilitate the sale of wines. With these assumptions the researchers went to see if and how to best prepare the training centres of our future managers in the use of social networks. The investigation focused on the California Polytechnic State University, where almost 20% of students are attending
faculties of agriculture and enology. Surprisingly, amongst all university students, those in the food industry more than others feel the need to receive information and contacts via the internet. Perhaps it is the very nature of the studies that take place in agricultural areas which means the students feel more need for the social network contacts within their work, they will probably be working in more isolated country places than those who are preparing for work in the crowded high rise cities. The students of agriculture and enology judged Facebook and Twitter as being unsatisfactory and declared that they would prefer a specific platform through which to develop their relationships and get more relevant news “Enology and viticulture students are especially receptive to a social news platform that enhances their knowledge of the industry”.
Although a social network channel exists in the academic world, it is lacking in the production world where the need to exchange information and experiences is much greater, and where it would offer a perfect way to maintain interpersonal relationships. It is certainly as important, if not more important to have this communication link within the production area as for the academics. These observations come from the study published by the American Association of Wine Economists where they stress that this is the need which is strongly felt by young people coming into the industry, that in order to overcome the historical isolation of working people
living in the countryside it is important to have a channel of information which supports networking, which enables an exchange of knowledge and the offers the ability to quickly hear the latest news and opportunities.
Do we dare hope that this will come true?
Read and seen for you by Donatella Cinelli Colombini