Founded in 1829, D.G. Yuengling & Son holds the distinction of being “America’s Oldest Brewery.” The company also shares the title (with Boston Beer Company) of the nation’s largest American-owned brewery. While they excel at making beer, Yuengling knew they had yet to reach their potential in terms of a social media presence.
In 2012, Yuengling turned to Pavone’s digital media team to help the 183-year-old brand energize and grow its Facebook and Twitter fanbases, and we’re happy to report that that’s exactly what we did. Here are just a few results from May:
- May engagement rate was up 607% over April
- Facebook “shares” up 3,042% in May compared to previous month
- A 2,821% increase in the number of people talking about the brand on Twitter in May versus April
The results can be attributed to a two-step outreach process. First, we increased the number of daily posts on both Facebook and Twitter. More conversation from the brand helped spur more conversation from consumers. Next, we helped create compelling and interesting content that encouraged interaction between fans and Yuengling.
To recap: More content plus better content equals more buzz. It sounds simple, we know, but as our digital media team will tell you, it’s actually a little harder than it looks.
MARKETING LESSON: When it comes to social media, you can let consumers set the tone for you, or you can enrich the conversation by joining them.