Brooklyn Brewery have always been pioneers, in the craft beer industry and beyond. What started as a risky endeavor to introduce New Yorkers to the potential of beer and worldly flavors has spawned into the most widely distributed craft brewery in the world.
We reached out to Brooklyn Brewery Social Media Coordinator, Paige Snyder to get her insight into managing a global brand's social media and what other breweries can incorporate into their strategy regardless of their distribution footprint...
A multi-platform approach is the only way to reach as many potential beer drinkers as possible. Each platform comes with its own benefits and challenges, and figuring out how to wield those effectively is a key part of any overall marketing strategy.
Combining the local-level targeting of Facebook with the overarching reach of Twitter and Instagram allows us to keep targeted messaging relevant to specific audiences while using the broader platforms to achieve general branding goals.
Each social media platform demonstrates a very different pattern of consumption. Our main challenge is to figure out the best way to deliver content to be sure we are reaching our audience and not getting lost in the noise. For example, a short, pithy snippet of copy that might cut through the crowd on Twitter might not provide enough information for our audience on Facebook.
It is up to us to consider our message and who we are trying to reach, then translate it into the best form of communication for each platform.
Changing your name on Twitter is the online equivalent of carving jack o’lanterns and hanging skulls in your window for your neighbors to see.
Above all else, be approachable and be kind. At worst, you will divert the sort of customer service disasters that end up as clickbait on media websites. At best, you will be able to provide your audience with a detailed, interesting, and useful interaction on a platform that can often feel completely overwhelming. The people you’re talking to (in most cases) are also beer people. The more we can respect our fellow drinkers and their communities, the more good can be achieved and the more utility will come through for all.
Also, every picture of a beer in a glass needs to have a good head on it.
— Paige Snyder, Social Media Coordinator at Brooklyn Brewery