An analysis of social media usage in winery businesses

Abstract

Although social media is used by an ever-increasing number of businesses, its benefits have not yet been fully exploited. Social media analytics tools can prove helpful in this regard, since they comprise a unique information source for business intelligence. As the social media environment rapidly evolves, various social media analytics tools are emerging. This research examines the usefulness of social media analytics tools for assessing corporate websites and Facebook pages. Two social media analytics tools, Website Grader and LikeAlyzer, are selected to evaluate the wine industry in Greece and Germany. A comparative study of the two countries is subsequently presented. The paper suggests that researchers and practitioners can easily use these analytics tools to acquire valuable quantitative data for a fast, effective and efficient assessment of corporate websites and Facebook pages and thus improve their social media usage. The results show that the two countries present similarities, but there is great potential for improvement in their use of social media.