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Twitter profile: @stsupery

21 July 2009

(1) Why this site?
St. Supery should be included in our list of case studies because it uses Twitter first and foremost to contribute to conversation rather than promote its winery agenda. Its Twitterers, Tina and Lesley, tweet candidly and utilize hashtags, retweets and replies to engage the community.

(2) Screenshot:

(3) Data on tweets – TBD

(4) Stats:
Date data downloaded: August 22, 2009
Industry sector: Wine

Twitter ID: @stsupery
Followers: 1874
Following: 1618
Ratio followers/following: 1.15 followers per following
Number posts: 943
Account created: Nov. 18, 2008
Twitter Bio:“St. Supery Vineyards & Winery, Napa Valley – Family Estate full of people who love their work, especially Rick, Tina & Lesley who get to tweet while sipping Cab Sauv”

Bio link:
MySpace: N/A
Org Blog:
Org Web site home:

St. Supery is a family winery based in Napa Valley.

5. Analysis
A. General
(A.1) Background: The background image on St Supery’s Twitter page is a picture of a vineyard. The image is appropriate and the appropriate size (no tiling). Grade A.
(A.2) Avatar: The avatar is a fun image of two women and a man with bottles of wine. Grade A.
(A.3) Bio: The bio explains where the winery is located, that it’s a “family winery” and identifies the people tweeting, Tina and Lesley. Grade A.
(A.4) Transparency: St. Supery identifies who uses the account but not who’s posting each tweet. More specifically, no initialing system is in use. Grade B.
(A.5) Bio Link: The bio link points to St Supery’s homepage, which is appropriate. Grade A.

B. Tweets (based upon last 100 tweets) Grade A.
Captured August 22, 2009 at 9:18 a.m. PST
(B.1) 77 @ replies
(B.2) 21 ReTweets
(B.3) 0 requests
(B.4) 35 Hashtags (#wine, #ff)
(B.5) 1 favorite tweets (Michael Jackson-related).
(B.6) Over its last 100 tweets, St. Supery uses Twitter mostly to respond to the people and/or organizations it follows. It uses the #ttl (Twitter Taste Live) hashtag alongside #stsuperty for any wine-drinking posts. Most of the posts are wine related, but not exclusive to St. Supery.

Tweets totals (via TweetStats)
– 2.9 tweets per day
– @ replies are 42.09% of tweets
– ReTweets are 5.06 of tweets

C. Questions/Suggestions
(C.1) Outstanding questions: Have you run any contests or giveaways on Twitter? Have you hosted a virtual wine tasting that you’ve promoted or hosted on Twitter?
(C.2) Suggestions: Tina and Lesley appear to have a good handle on using Twitter, my only suggestion is that they use some initialing system so that we know who’s Tweeting.

E. Conclusion
(E.1) St. Supery sets a good example for how wineries should use Twitter from profile style to engagement. Transparency could use a boost, but overall they appear to be maximizing Twitter’s potential for their business objectives.

(E.2) Scorecard Summary
Background: A
Avatar: A
Bio: A
Transparency: B
Tweets: A
Overall: A

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