During the heady aught-aughts, the rise of Twitter and the Cocktail Renaissance line up perfectly. The social media platform built some brands, saved others, and even created celebrities in the spirits world. But, most bars have a closing time and alcohol marketing agency YesMore just issued a new report contending that many major brands already announced last call on Twitter.
The team discovered that 42% of the top 100 spirits accounts (including the portfolios of giants like Pernod Ricard, Diageo, Bacardi, and Campari) on Twitter have not posted anything over the last month. In addition, 32% of the brands surveyed have not posted within the past three months according to the report. Finally, the researchers contend that 21% of the brands have not posted within the last year.
The study’s stats about “community management” were even more severe. The experts at YesMore define management as replying to tweeters who engage the brand, liking other tweets, retweeting, and such. The study contends that a whopping 73.9% of the brands surveyed did not engage in any community management over the last month.
Pernod’s Beefeater (@BeefeaterGin), Beam Suntory’s Auchentoshan (@ Auchentoshan), and Diageo’s Haig Club (@HaigClub) were all cited as examples of brands who have straight-up abandoned Twitter. All three brands have not tweeted in at least six months. Likewise, Smirnoff, Crown Royal, Svedka, Skyy Vodka and Grey Goose all have gone at least two months since a tweet. Mind you, the study’s authors were quick to note that most of these brands were once committed to robust Twitter preferences, but have clearly shifted away from the platform.
So, what’s the cause of the shift? “The simple answer is likely to be channel overwhelm,” mused the team at YesMore. “In Short: Having too many accounts to manage and not enough resource[s] or budget to continue with them all. It’s just too much too handle and gone are the days that an intern can do it.”
A casual survey of social media—like the work performed daily by simply maintaining a drinks publication such as, say, Neat Pour—only serves to reinforce this theory. Many labels have focused their efforts solely on Instagram while others are still fixated on Facebook. Industry wide, cohesive social media strategies are hard to come by. In addition, some time surfing the web will affirm that beverage companies are no longer shy about purchasing paid spots.
However, YesMore is not ready to give up on Twitter. The agency believes the outlet is still a powerful tool for alcohol companies. Ease of use and the ability to conduct one-on-one customer service quickly and efficiently are cited as key benefits.
YesMore offered some suggestions for brands still committed to the platform. The group believes that “the key to making a success of a Twitter is collaboration.” The pros specifically recommended consolidating multiple accounts into “one clear global brand presence.” (Goodbye UK accounts.) In addition, the agency stressed that knowing your desired audience and targeting them is key. Pretty basic stuff, but clearly easier said than done.