The OUP Blog & The Oxford Companion to Wine
The Oxford University Press (OUP) officially released the 4th edition of the Oxford Companion to Wine in mid-September. In celebration of the new edition, the OUP asked some of the contributors to write an article that relates to important new entries in the 4th edition. The articles touch on ideas found in the Companion while exploring them in a way distinct from actual Companion entries, and are shared weekly on the OUP blog.
In the 4th edition, I wrote a new entry on the impact social media has had in the world of wine (as well as two others – a new one on “Sustainability,” and a complete update on “Information Technology”). As a result, the OUP editors asked if I would write an article on Social Media for their site. It posted today. Here’s a look…
Wine & Social Media
Can Instagram really sell wine? The answer is, yes, though perhaps indirectly.
In recent years the advent of social media, considered to be the second stage of the Internet’s evolution – the Web 2.0, has not only created an explosion of user-generated content but also the decline of expert run media. It’s a change that has led to the near demise of print media, the decline of the publishing industry more broadly, and a revolution in what it means to sell wine.
Social media has dramatically changed how information is shared. Wine experts and consumers alike now more often share information about wine via social media channels such as Facebook, Twitter, Instagram, and wine blogs. Nielsen studies show that Internet users spend more time on social media sites than any other type of Internet site. This has changed the way news is shared, and even what consumers see as relevant information. As a result, consumers today are swayed far more by the influence of their online peers rather than expert authority. It’s led (among other things) to fewer permanent wine critic positions.
Prior to social media, readers and consumers turned to industrial media sources, and established wine critics for expert opinion. There was no access to the mass of information freely available today online. Expert opinion, then, was communicated via…
To read the rest of this article, head on over to the OUP site, where it appears free. Here’s the link: http://blog.oup.com/2015/11/wine-social-media/#sthash.L3OZN1AR.dpuf