This study focuses on the content of Portuguese wine blogs and addresses two main questions: (i) which content and design elements of Portuguese wine blogs have more impact on the promotion of wine; (ii) how can we assess and improve the content and design quality of wine blogs.
Strong correlations were found between performance measures (posts, comments and traffic). In addition, it was found that one of the main marketing features that bloggers can offer was in rating wines. Presentation features, on the other hand, were found to account for very little
regarding the performance of the blog.
The Portuguese wine blog community is mainly non-professional ("amateur"), individualistic, and mono-thematic (focusing exclusively on wine-related issues). The high level of anonymity among members tends to deter credibility and reduce authorship. They can be considered a niche wine consumption community as they fulfill at least two main characteristics: connection among members and shared rituals and traditions.
Wine firms should recognize the growing importance of blogs and their use as a marketing tool. Different actions can be taken by the wine firm: i) adopt a corporate blog that provides strong control over message; ii) sponsor a blog that assures strong coverage of all the activities of the wine firm; and iii) insert a banner in a blog that allows the firm to control the form and content of the message and attract attention to the firm's online shop or web site.
These actions, however, raise questions about a blogger’s independent judgment and ultimate credibility in the long term. This doesn’t mean that bloggers should be passive regarding wine firms, public relations firms or advertising agencies. A proactive strategy should begin by: i) positioning the blog to appeal to an interested wine audience (amateurs, experts, bloggers or not); ii) gaining a competitive advantage over other wine bloggers through influence (newspapers, television, wine magazines) and dynamic posting activity; iii) promoting the blog through public relations or directly to selected wine firms in order to obtain exclusive news and bring advertisers to the blog; iv) increasing blog traffic to assure relevance in the blogsphere.
in Promoting wine on Internet: An exploratory study of the Portuguese wine blog community, de J. Freitas Santos, ISCAP/Porto Polytechnic Institute and NIPE/EEG/Minho University, Portugal
Não sabia, mas o Puto participou (fez número para efeito de recolha de dados) no estudo.