Social Media: Madonna Estate Winery's Facebook Page
Madonna Estate is a family owned and operated winery in the Carneros region of the Napa Valley, with a production of approximately 12,000 cases. The third oldest family still making wine in Napa, the Bartolucci's express that tradition through the love of their family, organic farming and a low-key approach to marketing. Facebook analytics demonstrate that the page has grown steadily and organically through word of mouth. Madonna Estate on Facebook has become something of a community for their wine club members, with photos and posts about the family, sustainable farming practices and humor. To manage the page we use a content calendar. I plan the daily posts and choose copyright-free photos about a month in advance, the family approves them, and then they chime in on Facebook when they can. I monitor the site, answer questions and forward requests as needed.
As of December 2014, weekly organic (as opposed to paid) reach averaged 223% and weekly organic engagement averaged 27%. Download the report.