Use of social media in the Australian and New Zealand wine industries

Abstract

Wineries are keen to adopt social media, but they struggle to identify the return on investment and there appears to be a distinct level of strategy regarding adoption. Sharon L Forbes, from the Faculty of Agribusiness and Markets at Lincoln University, New Zealand; together with Steve Goodman and Rebecca Dolan, from the Marketing & Management department of The University of Adelaide's Business School, have surveyed wineries about social media use and the perceived benefits.