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Twitter profile: @kingestate

26 July 2009

(1) Why this site?
King Estate should be included in our list of case studies because of its solid branding, quality Tweets and relative high number of followers.

(2) Screenshot:

(3) Data on tweets – TBD

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

Twitter ID: @kingestate
Followers: 3,172
Following: 3,377
Ratio followers/following: .94 followers per following
Number posts: 832
Account created: March 2, 2009

Bio: “Critically acclaimed Pinot Gris & Pinot Noir specialist since ’91. Family owned winery & estate restaurant sit on 1,033 certified organic acres w/465 under vine”

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

About: King Estate is a 1,033 acre certified organic vineyard complex near the southern end of Oregon’s Willamette Valley.

(5) Analysis
A. General
(A.1)Background: The background image on King Estate’s Twitter page is relatively low resolution picture of its vineyard and estate with a superimposed higher resolution bottle of its Pinot Gris. The image is appropriate and the appropriate size (no tiling). The branding is great because it shows its label on the bottle of wine. Grade A.
(A.2) Avatar: The avatar is an image of the estate. Superimposing King Estate’s logo could enhance this, but isn’t necessary. Grade A.
(A.3) Bio: The bio has good details, such as how long the winery has been in business (since ’91), what wines are produced and how many acres the winery owns and has “under vine.” The bio could be enhanced with additional contact information, but the existing copy suffices by providing unique facts. Grade A.
(A.4) Transparency: King Estate does not in anyway identify the person Tweeting. Tweets are still made in an informal, first-person voice, so it’s difficult to determine whether or not King Estate intends for the person Tweeting to be identified or not. Grade B.
(A.5) Bio Link: The bio link points to King Estate’s homepage, which is appropriate. Grade A.

B. Tweets (based upon last 100 tweets) Grade A.
Captured August 22, 2009 at 9:14 a.m. PST
(B.1) 161 @ replies
(B.2) 39 retweets
(B.3) 0 requests
(B.4) 19 Hashtags (#ff)
(B.5) 9 favorite tweets (Compliments).
(B.6) Over its last 100 tweets, King Estate has used Twitter mostly to respond and continue conversations. It frequently retweets others’ Tweets and wisely favorites complimentary tweets.

Tweets totals (via TweetStats)
– 6 tweets per day
– @ replies are 56.61% of tweets
– ReTweets are 12.93% 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? Who tweets for King Estate?
(C.2) Suggestions: Improve the Twitter background image and disclose who’s tweeting.

D. Analytical Services TBD.

E. Conclusion
(E.1) King Estate shows how a high, consistent engagement level equates to growing and keeping a large audience on Twitter. So that people know who they are following/talking to, King Estate should identify who’s tweeting.

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

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