{"id":68114,"date":"2016-07-14T14:28:23","date_gmt":"2016-07-14T20:28:23","guid":{"rendered":"https:\/\/www.craftbeer.com\/?p=68114"},"modified":"2017-12-19T08:26:12","modified_gmt":"2017-12-19T15:26:12","slug":"9-breweries-on-facebook-you-should-follow","status":"publish","type":"post","link":"https:\/\/www.craftbeer.com\/craft-beer-muses\/9-breweries-on-facebook-you-should-follow","title":{"rendered":"These Indie Breweries Know How to Rock Facebook"},"content":{"rendered":"

This year at the Craft Brewers Conference<\/a>\u00a0during a session I attended about marketing, several people expressed frustration about using Facebook as a business. As someone who works in the digital marketing field daily, I could feel their pain, especially considering that Facebook reach<\/a> is down 42 percent with that number to climb after Facebook\u2019s June 29 announcement<\/a>\u00a0that personal pages will receive an even higher priority going forward.<\/p>\n

While this news can be disheartening, companies that put their audience first, follow the 80\/20 rule and aim for authentic engagement<\/a>\u00a0can still enjoy oodles of success with their Facebook presence. To help, I\u2019ve rounded up 9 breweries that are killing it on Facebook and asked them via Facebook messenger what guides their approach to the platform. For each, you\u2019ll find one example post, why it\u2019s awesome, and how any brand could create a similar post\u2014putting their own flavor and spin on the concept, of course. Like these breweries to learn from their mad Facebook skills or to just drool over their thirst-inducing content.<\/p>\n

\n

9.\u00a0Samuel Adams<\/a><\/h2>\n\"Samuel\n
\n

Followers<\/strong>: 1,032,200<\/p>\n

Post breakdown<\/strong>:\u00a0Samuel Adams<\/a> started their #PourOneForward campaign strategically on May 16, which gave them some time to get the message out before Memorial Day weekend, so they could build up to the holiday and continue the campaign through July 5, bookending two of America\u2019s most patriotic holidays.<\/p>\n

Takeaway<\/strong>: Each year, brainstorm a few campaigns that can be a focus for several months and help fill your editorial calendar with content that showcases your values and interests.<\/p>\n

 <\/p>\n

8.\u00a0New Belgium Brewing<\/a><\/h2>\n\"New\n
\n

Followers<\/strong>: 823,800+<\/p>\n

Post breakdown<\/strong>: They aren\u2019t afraid to experiment with new social opportunities or video. Here, they talk with founder Kim Jordan, and at the 2015 Beer Bloggers Conference they used Periscope to share Kim\u2019s keynote presentation live when Periscope was only 3 months old.<\/p>\n

Takeaway<\/strong>: Don\u2019t be afraid to experiment with different channels or types of content and stay educated about the latest features and products available.<\/p>\n

 <\/p>\n

7.\u00a0Sierra Nevada<\/a><\/h2>\n\"Sierra\n
\n

Followers<\/strong>: 237,500+<\/p>\n

Post breakdown<\/strong>: This post gives props to the people who made the LEED certification possible, makes fans part of the journey, and emphasizes one of their core values\u2014sustainability.<\/p>\n

Takeaway: Share milestones and company news in a way that\u2019s not just a statement, pat on the back, or humble brag by making the milestone about your employees and\/or fans.<\/p>\n

Their philosophy<\/strong>: \u201cWe approach all of our social media with a beer-first approach, keeping out content and overall vision focused on celebrating craft beer. Before we publish a post, we generally ask ourselves if the content is pushing forward our beer and the craft beer industry, if it’s true to our brewery voice, if the messaging is positive and supportive, and if it\u2019s interesting and engaging.\u201d<\/p>\n

 <\/p>\n

6.\u00a0Harpoon Brewery<\/a><\/h2>\n\"Harpoon\n
\n

Followers<\/strong>: 122,000+<\/p>\n

Post breakdown<\/strong>: This post emphasizes their employee-owned status and collaborative culture, prompting several people to ask what job openings they currently have.<\/p>\n

Takeaway<\/strong>: Show off your employees, the collaborative nature of your business, and\/or why people enjoy working for your company.<\/p>\n

 <\/p>\n

5.\u00a0New Glarus Brewing Co.<\/a><\/h2>\n\"New\n
\n

Followers<\/strong>: 109,000+<\/p>\n

Post breakdown<\/strong>: Wisconsinites love their cheese, Packers and beer, so tapping into these passions is a smart move by New Glarus who doesn\u2019t ship out of state because, \u201cIt\u2019s a Wisconsin brewery, a Wisconsin sensibility, a Wisconsin way of thinking<\/a>,\u201d brewmaster and owner Daniel Carey told the Gazette Extra.<\/p>\n

Takeaway<\/strong>: Don\u2019t be afraid to geek out over your passions and show pride for where you live; you\u2019ll attract like-minded and local fans.<\/p>\n

 <\/p>\n

4.\u00a0Great Lakes Brewing Co.<\/a><\/h2>\n\"Great\n
\n

Followers<\/strong>: 122,800+<\/p>\n

Post breakdown<\/strong>: This post accomplishes two things: (1) Showcases local pride and (2) taps into a huge event in a relevant way. Plus, how cool that they actually changed the name of a beer because the Cavs won the NBA finals!<\/p>\n

Takeaway<\/strong>: Tie in to huge global and state\/city events in a personal, authentic way.<\/p>\n

Their philosophy<\/strong>: \u201cWe want our content to inspire conversation and get people excited about craft beer. We believe that beer brings people together and inspires camaraderie, so our Facebook page should do just that\u2014invite more people in to experience the Great Lakes story and feel like a part of our family.\u201d<\/p>\n

 <\/p>\n

3.\u00a0Wicked Weed Brewing<\/a><\/h2>\n\"Wicked\n
\n

Followers<\/strong>: 37,700+<\/p>\n

Post breakdown<\/strong>: Wicked Weed\u2019s CEO tackled a negative occurrence head-on after discovering their latest bottle release was not finished fermenting and gave customers the option for buybacks or instructions how to store the beer, plus a gift of a 2015 bottle of the same beer, Golden Angel. They treated their fans like the craft beer lovers they are in a respectful, proactive way.<\/p>\n

Takeaway<\/strong>: Your true fans don\u2019t expect perfection, so don\u2019t shy away from difficult situations. Plus, hearing directly from the CEO\/owner\/brewmaster occasionally is another awesome social tactic<\/a>, especially if there\u2019s been an issue that could make fans unhappy.<\/p>\n

Their philosophy<\/strong>: \u201cIn today\u2019s world, you only have a short amount of time to gain someone\u2019s attention. The key in gaining that attention is through striking imagery. That\u2019s really where it starts and stops. If we can get you to notice us even for a split second, we can use that as a platform to get across any narrative we’d like to tell. Our ultimate goal is to provide you with value. Whether it\u2019s through talking about a new beer release, or a more education-driven piece, we\u2019d like to think we are providing our followers with value more than anything else.”<\/p>\n

 <\/p>\n

2.\u00a0Hangar 24<\/a><\/h2>\n\"Hanger\n
\n

Followers<\/strong>: 54,200+<\/p>\n

Post breakdown<\/strong>: This post shares a major achievement while giving their fans all the credit and emphasizes their commitment to their community. With over 1000 reactions and 23 shares, this post was a winner.<\/p>\n

Takeaway<\/strong>: Stay humble. When you achieve something, make it about the fans, not you. Hangar 24 does a great job with this in so many of their posts, award or not.<\/p>\n

 <\/p>\n

1.\u00a0Frothy Beard Brewing<\/a><\/h2>\n\"Frothy\n
\n

Followers<\/strong>: 6,800+<\/p>\n

Post breakdown<\/strong>: Here\u2019s a nanobrewery who\u2019s nailing digital all-around from their amazing illustrations, to tone across all touchpoints, to authenticity. Although they have not yet reached 10,000 fans, they\u2019ve laid the digital groundwork to grow as big as they can dream. Being a coastal brewery with plenty of ties to the sea (check out the adorable octopus<\/a> on their growler!), the guys jumped on their love for Shark Week while also displaying their goofy personalities that certainly make fans want to have a pint with them or while watching the week-long event.<\/p>\n

Takeaway<\/strong>: Don\u2019t be afraid to showcase your personality and have some fun!<\/p>\n

Tips for Social Media Success<\/h2>\n

These posts represent a different topic or type of post that anyone can adopt, including:<\/p>\n

    \n
  • CEO\/owner speaking directly to fans<\/li>\n
  • Praising and thanking your fans<\/li>\n
  • Tying in relevant pop culture<\/li>\n
  • Doing something more than just the standard \u201cHappy _____\u201d holiday posts<\/li>\n
  • Sharing company milestones and emphasizing that fans got you there<\/li>\n
  • Being transparent and righting wrongs, even when it\u2019s hard<\/li>\n
  • Showing pride in your city\/state\/country<\/li>\n
  • Tapping into conversations around big events that are relevant to your beliefs, business and\/or values<\/li>\n
  • Showcasing employees and your company culture<\/li>\n
  • Sharing about your sustainability and environmentally-conscious, agricultural, and\/or \u201cdoing the right thing\u201d approach<\/li>\n
  • Supporting causes and groups that you also support offline<\/li>\n
  • Bonus: keep it real and fun!<\/li>\n<\/ul>\n

    Who are your favorite breweries to follow on Facebook?\u00a0Comment below!<\/strong><\/p>\n

    *All numbers as of June 29, 2016<\/em><\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    How do breweries grow their audience on Facebook? Here’s a look at 9 breweries on Facebook you should follow and a peek at what makes them so great.<\/p>\n","protected":false},"author":5631,"featured_media":68446,"sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"sticky_collection":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[4296],"class_list":["post-68114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-craft-beer-muses","tag-breweries"],"acf":[],"yoast_head":"\n9 Breweries on Facebook You Should Be Following | CraftBeer.com<\/title>\n<meta name=\"description\" content=\"How do breweries grow their audience on Facebook? 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