Analysis of the Activities on Social Networks of the Best-known Wineries in the Countries of the Open Balkans

Jakovljević, Nemanja and Jakšić, Darko and Petrović, Mladen (2024) Analysis of the Activities on Social Networks of the Best-known Wineries in the Countries of the Open Balkans. In: Second International Scientific Conference GIRR 2024 “Global challenges through the prism of rural development in the sector of agriculture and tourism”. Academy of Applied Studies, Šabac, pp. 540-552. ISBN 978-86-80417-96-7

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Abstract

The Covid19 pandemic has brought new challenges and risks, both for wine production and sales. The wineries in the Balkans, faced with a changed business environment, have recognized the extraordinary importance of timely, measured and appropriate activities on social networks. Using platforms such as Instagram, Facebook and TikTok can certainly provide greater exposure to potential customers, but on the other hand, it can also bring new risks. Wine producers can easily promote their brands and develop a closer relationship with end consumers by sharing daily stories of wine production and consumption. In addition, social networking platforms are great for feedback and market research. In this way, winery owners can customize their adjust startup activities to maintain customer satisfaction and focus. At the same time, the orientation towards social networks and openness to new projects of connection between wine producers and consumers has led to the recent opening of the largest wine fair in Southeast Europe, "Wine Vision by Open Balkan" in cooperation with the governments and best-known wineries of Serbia, Albania, and North Macedonia. The aim of this paper is to investigate the digital presence and consumer engagement and reactions on social networks used by wine producers in the Open Balkan countries. The paper specifically focuses on Instagram and compares data for the period between 2019 and 2023, including the outbreak of COVID-19, using social networks analysis tools. The results show that by maintaining active accounts with relevant content created in accordance with targeted strategic activities, wine producers can increase their reach and promote awareness of their wines, which is more efficient and cost-effective than traditional marketing techniques.

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