Fine wines and Facebook: Ignore social sites at your peril

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Famous wines – and other luxury brands – might be topics of conversation among the well‐heeled who frequent the finest establishments, but marketers who want to promote such brands effectively need to know that there are other places where potential customers might “meet” in a rather more egalitarian world. Places which are dismissed or ignored at their peril. Places with names like Facebook, Twitter, MySpace, You Tube, Google.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2012), "Fine wines and Facebook: Ignore social sites at your peril", Strategic Direction, Vol. 28 No. 6, pp. 14-15. https://doi.org/10.1108/02580541211224058