An American in Pollenzo

“Social networks are helping to fundamentally rewire human society” (including wine culture)

Just a quick follow-up to my post yesterday “What’s Trump got to do with it?” on the power of social media in marketing today (including wine).

In an article today for the New York Times (“Social Media’s Globe-Shaking Power”), technology columnist Farhad Manjoo writes:

“The election of Donald J. Trump is perhaps the starkest illustration yet that across the planet, social networks are helping to fundamentally rewire human society. They have subsumed and gutted mainstream media. They have undone traditional political advantages like fund-raising and access to advertising. And they are destabilizing and replacing old-line institutions and established ways of doing things, including political parties, transnational organizations and longstanding, unspoken social prohibitions against blatant expressions of racism and xenophobia.”

I would add that traditional channels and modalities of wine marketing have also been shaken and reshaped by the advent of social media — a theme that ran throughout my November seminars in Pollenzo.

“With billions of people glued to Facebook, WhatsApp, WeChat, Instagram, Twitter, Weibo and other popular services,” writes Manjoo, “social media has become an increasingly powerful cultural and political force, to the point that its effects are now beginning to alter the course of global events.”

This echoes what I wrote yesterday: “Donald Trump’s candidacy and election have shown that social media in general and Twitter in particular are forces to be reckoned with. And that’s an important lesson for those of us who seek a career in the Italian wine world.”

Jeremy Parzen

Image via Blotrepreneur’s Flickr (Creative Commons).

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