Last week I posted the results of March Brewness. It was a giant success in my eyes and thank you all again for voting. I have received a few emails about what went down and how our winner came to be the winner. Apparently there are some out there who feel like there are better breweries, and those breweries should of won. I want to get a few things straight about everything.
This contest was in no way scientific and was purely a “popularity contest.” Whoever got the most votes in their round moved forward. The polls were open for 24 hours in the early rounds and 48 for the last two rounds. Saint Arnold became the winner because they received the most votes. It’s that simple.
In addition to posting the match-ups on this site, I also took the contest to Twitter and Facebook. Call it shameless promotion, I call it running a website in 2011. Brewery Reviewery’s Facebook and Twitter featured links to each round and also attempted to reach the breweries competing on both Facebook and Twitter.
Now here’s where the title of this post really comes into play. Some of the breweries did not have a Twitter or Facebook to alert to the voting. So “fans” or “likers?” of the brewery would only be able to vote for their brewery if they stumbled upon this site. Sad to say, Brewery Reviewery is a growing site, but doesn’t have mass appeal to the craft beer drinking public. Some breweries did allow me to post links on their Facebook pages and @Twitter mentions. For the most part, these breweries moved on while the ones who do not have a social media presence staid back.
Our winner was very proactive in promoting the contest on Facebook and Twitter, and saw massive votes in their favor because of it. Other breweries who have a social media presence choose not to post the links to the contest and eventually fell by the wayside. I’m not saying that to spite them, it is just the facts of what happened and I hold nothing against any of them.
I recently read a study that found that only 9% of social media attempts by major companies proved successful. I think in a craft beer world where items are hand-made and deeply loved this number would see a sharp increase. So what’s my point here? Well I think that breweries need to have an established social media presence. I don’t care if they promote my contest or not, their job is to make great beer. We have so many choices of great beer here in America that just making great beer might not be enough. Connecting with an audience and fostering a community or culture around your product will help people make the choice to buy your product over the dozens of competitors.