Story: Anti-Social-Media | Tobias Column
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In the beginning, social media seemed to be an indispensable part of any modern business strategy. Platforms such as Facebook, Instagram and the like promised huge reach, loyal followers and countless clicks. It was simply good form for a company to present itself there. But over time, it became clear that initial expectations and reality were drifting further and further apart - and that social media was increasingly clashing with our values and our corporate code. We therefore decided to discontinue all activities on these platforms. In this article, we would like to explain why this step was necessary and right for us.
Our target group - wine lovers beyond the social media mainstream
Wine is a valuable product that is often associated with a certain life experience and a conscious culture of enjoyment. Our target group, which includes many middle-aged or older people, appreciates quality, tradition and the stories behind the wines they enjoy. However, it is precisely this target group that is less and less present on social media.
The platforms are increasingly targeting a young audience that not only has different interests, but often also a different lifestyle. For many of these users, wine is not a cultural or emotional experience, but merely a consumer good. This focus is at odds with our philosophy and our target group, which values individuality and depth. Social media has therefore become less and less the right place to get in touch with our customers.
A closed cycle - social media and the illusion of reach
Another reason for our withdrawal was the realization that social media is a self-contained cycle that often does little for companies like ours. Commercial posts are perceived as annoying by many users, which leads to a decline in acceptance. At the same time, the platforms' algorithms reduced the organic reach of such content, meaning that it reached fewer and fewer potential customers. Even paid posts rarely managed to establish a sustainable connection with our customers.
The system was no longer working for us - we simply felt out of place. Instead of struggling to gain reach on platforms that didn't suit us, we decided to focus on an alternative and more targeted strategy.
A harsh tone - why we distanced ourselves
In addition to the structural challenges, it was above all the increasing tone of voice on social media that prompted us to withdraw. The atmosphere became harsher, the discourse more heated. Polarizing content, which provoked the biggest reactions on an emotional level, was promoted by the platforms as it promised clicks and engagement. However, this trend also led to a coarsening of our interactions with one another.
We didn't want to be part of this environment or support it with our presence. Our company stands for enjoyment, values and respectful interaction - a philosophy that was less and less compatible with the development of social media.
The birth of our blog - our content, our platform
The decision to leave social media completely was also the starting point for a new era in our communication. Instead of presenting our values and messages on external platforms that don't suit us, we decided to focus on our own blog. Here we can share the stories of our winemakers, the special features of our wines and the philosophy of our company undisturbed and in our own style.
Our blog is not just a platform, but a place where we can establish and maintain a dialog with our customers - authentically, sustainably and without compromise. It's not about likes or shares, but about connecting with people who share our passion for wine and want to go on a journey of discovery with us.
Conclusion - a decision with foresight
Our withdrawal from social media was not a step away from modernity, but a conscious decision in favor of values, authenticity and the right target group. We don't want to invest our energy in short-lived trends, but in long-term relationships with our customers. Our messages deserve a place where they are valued and understood - and for us, that is our blog.
This decision is an expression of what defines us: a love of wine, the stories that surround it and the conviction that true quality doesn't need the loudest place, but the right place. - Tobias Gerhard Strunz [TS11/24]
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