is sitting through another panel on “how to monetize your wine blog.” It just happened again–it’s baack–at the recent Wine Bloggers Conference (which I did not attend).
Personally, I’d prefer to be covered in honey and eaten alive by red ants.
How do I know that the WBC monetization panel was boring if I wasn’t there? Because some things are knowable in themselves. I know the sun is shining someplace even though right now Oakland is covered in fog. I know that Jennifer Anniston’s marriage will not last, if it even happens. And I know that the topic of monetizing a wine blog is contentlessly bankrupt. There just isn’t anything more to be said about it, so let’s stop pretending it’s somehow worth an hour of anyone’s time.
Actually, I do have an inkling of what happened at the WBC monetization panel because the great Joe Roberts put up this video of what he said there. I watched and listened. Joe has been exploring the Terra Incognita of the monetization waters like Columbus sailing the ocean sea, in search of new worlds and new riches. He is going where no man has gone before (well, except for Gary Vaynerchuk). Joe’s advice, if I may be so bold as to summarize it, is two-fold: You can monetize your blog by taking advertising, but this will always be limited, because wine blogs will always have limited audiences and so the pay won’t be all that great.
Or you can “monetize yourself.” Now we get to the nugget of making money. ”Be your awesome self. People will start to call you. Producers will ask you to create content on their sites…The more unique your voice, the more likely you are to get those calls and get some of those gigs and charge a higher rate.” Let’s not forget speaking fees as well.
I call this the Paris Hilton or Kardashian phenomenon: Be famous for being famous. (Gary V. pioneered this too.) Your talent, such as it is, consists in the ability to become known. Then it builds on itself. Once you’re known, you become knowner. People call you up, not particularly for your wine expertise, but because they want you to tell them how you became famous, and so you build a lecture series based on…how to become known! Or how to use the tools of SEO to optimize traffic on your blog…which makes you even more known.
Well, this certainly wasn’t how wine writers got known in the past. But who am I to judge? We’re living in new times, which require, I’m told, new tools. I’m trying to master those tools myself. So I take my hat off to Joe Roberts. Really, I do. He said two years ago he was going to make it in this racket and he seems to be doing it. Well done, Joe.
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And speaking of social media, let’s headline this part:
Do you give more than you receive?
The key to success in the social media sphere, it turns out, is the same as it’s always been, from the Bible to the Golden Rule to the Beatles (“the love you take is equal to the love you make”):
His theory is that “authenticity”–that Holy Grail of social media–“comes more from giving, not getting.” If you’re just a consumer, feeding off other people’s tweets, posts and comments instead of giving your followers, readers and friends more content than you’re consuming, then you’ll never “get” social media or succeed at it.
I’ve been accused in certain circles of not “getting” social media, so this message hit me, and made me think. At first I was guilt-struck: Gee, maybe I am consuming more than I’m producing, which would make me a social media parasite.
But then I realized how much I’m actively tweeting–several times a day–and posting to Facebook–ditto–and then there’s this little blog (give ‘til it hurts), and I thought, Just how much more am I supposed to give?
Question: When it comes to social media, how do you know if you’re giving enough?
This is an unusual posting for me, and I did it only after thinking about it all weekend.
A little background: I got an email on Friday from Ron Washam, whom many of you know as The HoseMaster of Wine. In my opinion, and that of many others, his blog is one of the best. And in terms of satirical or parodic wine blogs, it has no peer. Ron’s alert eye catches every pretense and skewers it with laugh out loud mercilessness. He’s never mean or vindictive, though, so even when you’re the object of his parody–which I am with some frequency–you don’t take it personally.
Below is the email he sent me. I asked Ron for permission to run it, and he said sure, go ahead. He didn’t even mind if I mentioned the specific blogs he called “parade[s] of mindlessness.” But I decided to excise their names anyway. The “Poodle” to which Ron refers is a Wine Blog Awards nomination–which he, himself, was nominated for this year, for Best Writing. I hope he wins it; he should.
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So I was stupidly wandering around the wine blogosphere, stupefied at the seemingly endless parade of mindlessness, at [excised] and [excised] and [excised], and too many other hopeless destinations to mention, when I realized what an oasis in the midst of that intellectual desert your blog is. So I wanted to write you a brief fan letter. I know you get your fair share of hate mail. I certainly do. But it’s always a pleasure on that rare occasion someone sends a note of appreciation, so I thought I’d pass that gift along.
It’s criminal that you’re not nominated for a Poodle. I made a point of mentioning that if I do win, it’s less meaningful because people like you are not nominated. You engage people thoughtfully and with great generosity and openness. There’s very little of that in blog land. So much is self-indulgent and emptyheaded (some would say HoseMaster is), which I guess means the blogosphere perfectly mimics reality. Your writing is crisp and articulate, and your voice is strong and clear and reasoned. All of that gives me great pleasure. Thank you.
And thank you for putting up with my occasional japes. I learned a while ago only to aim at the top bloggers, not the ones who think they’re the top bloggers, and I consider you the best. Consequently, my HoseMaster persona feels obliged to go after you now and then. That you take it with grace and laughter speaks volumes about your character. You should see the crap hurled at me by lesser folk.
Anyhow, I appreciate what you do over at STEVE! I know how much work it is to do that five times a week. But to do it at your level, well, that’s an amazing accomplishment.
* * *
Ron’s right about me getting a lot of hate mail, not so much directly as nasty sniping in the social media sphere; and while I’ve learned to develop a thick skin, and have realized that my visibility makes me a target, still, it sometimes gets to me. I’m also used to never getting praised when I’ve done something right, and always being yelled at when someone thinks I’ve done something wrong. So Ron’s email, which came out of nowhere, really moved me. It practically made me weep.
I didn’t get nominated for a Poodle because I didn’t pimp myself out–beg my readers (on my blog, Facebook and Twitter) to vote for me. I’m not capable of such undignified groveling. If I cared more than I do about getting a Wine Blog Awards nomination, I’d have worked for it; but I don’t. I’ve been nominated twice. Enough is enough. Time to move on.
Lord only knows, few fields of human endeavor lend themselves more easily to satire than wine writing. The language is florid to the point of orchidaceous. Some wine writers take themselves far too seriously. The career ambitiousness that lards the wine blogosphere is embarrassing. Content is often mere fluff. Poseurs and posturers abound. Amateurism runs amok. Ron Washam sees all this, and sees through it, and satirizes it with wit, originality and intelligence. When we laugh at his writing, we do so because we recognize its truth, and sometimes, the ridiculousness we see is our own image, reflected back at us, in the mirror Ron holds up to our faces.
So thank you, Ron Washam, not just for the nice things you said about my blog, but for making us laugh.
Some readers asked me some questions yesterday. Here they are, with my answers.
“Would also be curious to hear how the editorial team takes into account the thought, ideas and trends coming out of the blogosphere.”
Tom: I can’t speak for the rest of the team, as these are personal decisions. Speaking for myself, I am not terribly influenced by other bloggers, except in the realm of ideas. For example, I learn from your blog and am often inspired to think about things that you discuss. I enjoy cruising other blogs looking for ideas and concepts that make me think, and perhaps to blog about here on my own blog. However, when it comes to wine reviews, very little of what bloggers write has any interest to me.
Tom Barras: “To what extent,if any, do you take into account what your several magazine competitors and wine journalists have been writing about?”
Tom: Again, it matters very little to me what other writers say about wines, in terms of their impesssions, criticisms, etc. Of course, it’s always nice when I stumble across a critic I respect whose opinions agree with mine! But I’ve been around long enough to understand that reasonable people can disagree. I do have certain writers, both online and in print, whom I follow with some regularity, just as I know there are writers who follow me with some regularity. But I hope they don’t base their opinions on what I say!
Cody Rasmussen: “Steve, I’d love to have you dedicate a whole blog post to the differences in taste among your fellow editors. It sounds as though a 93 point California cabernet for you might score no more than 89 points with Roger Voss? I find that very honest and interesting.”
Cody: This would indeed be a fantastic blog post! However in all honesty it’s not likely to happen, for the following reason: We live in different parts of the country—indeed, on different continents—and we do not often have the opportunity to taste together in a way that would allow for such direct comparisons, except in the most casual way: at a dinner, for example. However, we’ve worked as a team long enough for me to have a pretty good idea how our tastes differ. In general the Europeans prefer their table wines drier and more acidic, while I, with my California or “New World” palate, enjoy fruit and opulence. (That’s a tremendous generalization, and I could come up with dozens of exceptions, but still…). For example, last night, as I previously mentioned, we had the 2009 Ovid, which I scored quite highly. Most of the other editors would have scored it in the low 90s, which is a great but not a stupendously great score. They said it had an enormously attractive aroma and was upfront delicious, but disappointed them a little in terms of complexity and/or finish. Understood. But Mr. Voss, who you reference, liked it quite as much as I did and he, like me, felt it to merit a good long time in the cellar. Roger is the ultimate Bordeaux guy. I was surprised, and so were some of my fellow editors, that he thought as highly of the Ovid as he did. Just goes to show…
Rew Craig: “Why do wine writers so rarely allow someone to tweet or fb their writing? It spreads their name without asking my followers to go to the site and sort through everything.”
I replied briefly yesterday to Rew, but here’s a fuller reply. First of all, on my blog, it’s easy to tweet or Facebook it. I can’t speak to other bloggers. Most of the ones I read also make it easy to shoot them right onto Twitter or your Facebook page. So I don’t know if “so rarely” is a true description of the situation. The more interesting aspect of Rew’s comment concerns “spreading their name.” I have a couple things to say about that! I do think that a lot of ambitious bloggers use every trick in the book to spread their name. Buzz is good! In my judgment, one has to combine good taste with sound tactical thinking. It’s a little tacky when somebody is touting their blog all around the place. For example, when the period for Wine Blog Award nominations was open, I never mentioned it here, or on my Facebook or Twitter pages. I could have asked my thousands of readers, friends and followers to nominate me, and I’m sure many of them would have. But I didn’t, and so I didn’t get nominated. Would I have liked to? Sure. But not at the price of “Please vote for me!,” every day, 24/7. Like I said, tacky. Not the way I was raised.
Happy to answer my wonderful readers’ questions anytime as best I can. If I get enough, maybe I’ll make it a regular feature.
I believe many of my readers are wine bloggers, who write for themselves, alone, sans editors or art directors or other members of a staff. Which is all well and good. But tonight, after a long day of meetings (actually a very long day) followed by a long night of eating a fabulous dinner at a great restaurant, with–naturally–plenty of great wine, I want to offer a few words on the pleasures and advantages of writing about wine in a team setting, namely, at Wine Enthusiast.
To plan out 14 issues for 2013 is a terrifically hard feat. So many things have to be taken into account, too many to mention here, except to say that there’s never enough room in the magazine for even a fraction of what deserves to be covered. Which means that a sort of triage system has to be worked out. What’s absolutely vital for readers to know next year? We can’t predict the future, of course, but a great advantage of having seasoned editors at their posts (which the magazine does) means that each of us is in a better position to suss out what will be vital in, say, June, 2013, than perhaps someone who hasn’t labored in the vineyards of a wine region like Tuscany or Port or Australia or Chile or California for a long time, and thus hasn’t earned (yet) the broad view that long work earns. That’s not a diss toward younger writers. But it is to say that planning out the “book,” or editorial calendar for the period from January 2013 through December 2013 takes some doing.
It’s such a demanding process that it not only took a good part of today, but will occupy us tomorrow, and even then, an editorial calendar is never really complete. I have articles set to appear later this Fall of 2012 that weren’t even a gleam in my eye last summer. Things happen that are important, couldn’t be foreseen, but must be covered…now. That means previously scheduled articles have to get bumped. That’s just the way it is.
If we didn’t have a team that liked and got along with each other, this could lead to difficulties. Someone gains an article; someone loses one. We all want to get published as much as possible; that’s the ego of the writer, who pours her blood and sweat onto the page with the ultimate hope that readers–unseen and unknown, out there is the world somewhere–will like what is written. To lose an article hurts. But we’ve all been through it, and our senior editors in New York do their utmost to even everything out. In the end, knowing that fairness reigns in your workplace is a great thing, indeed.
But of course the camaradie wouldn’t be complete if it didn’t include serious eating and imbibing, and at Wine Enthusiast, it does. Often, and together, with combined restaurant bills I wouldn’t want to pay. But that’s part of keeping a team united and letting them known they’re valued. For the record, I didn’t keep track of all the wines we had tonight. Each was selected by our Tasting Director, Lauren Buzzeo, and was among the best of our regions from all over the world. We’re lucky to be in that position. Afterward, we discussed and argued about and agreed about and disagreed about the wines, and while people’s positions generally are predictable–the Europhiles in our crowd tend to find Cali wines too sweet, fruity and simple, while I tend to find the European wines austere and acidic–it’s far from always; and it gratifies me when a great European taster like Roger Voss loves a California Cabernet, like Ovid 2008, as much as I did.
I think I write better for being part of a team, having to defend my theses among very smart people. The best wine writing, I firmly believe, must be edited. Blogging by yourself can be fun, can make for a good read, can be instructive and entertaining–but the guidance of impartial others, who want only to make your writing better than you can do it on your own, is imperative.
For some reason I’ve been tagged as a social media basher. Every time I turn around, somebody, somewhere, is blogging or tweeting or something that Heimoff hates social media, Heimoff can’t stand social media, Heimoff doesn’t “get” social media, Heimoff’s afraid of social media. But the most common characterization is that I’m a basher.
“Bash.” Pretty strong word. A verb, apparently derived from the Old Norse, meaning “to strike with a violent blow; to smash.” (Those old Norsemen were a pretty violent bunch, I’ve read, Vikings whom TIME magazine once called “Ravagers, despoilers, pagans, heathens” who would “sweep in from the sea to kill, plunder and destroy” their hapless victims, who had no effective means of resisting.
Does that sound like me? Little old me, as peaceable as a songbird, as unaggressive as a daisy? Of course not. Why would anyone call me a “basher”?
To answer that, let’s take a step back and see what I’ve actually said. All that I’ve ever written about social media is to point out that it has limitations. In one form or another, I’ve said that
– social media isn’t the be all and end all of selling wine
– wineries should have social media as part of their marketing mix but not bet the farm on it
– social media has yet to prove itself across the board when it comes to ROI
– some people with a vested financial interest in promoting social media tend to talk it up
– consumers should examine statements made in social media carefully to make sure they’re truthful
– the ease of publishing in social media means that some people with few credentials can make sweeping judgments
Now, could anyone object to any of that? I don’t see how they could. Each statement is patently true.
It is fair to say that I haven’t jumped on the “social media is the greatest thing for wineries since the invention of barrels” train. If you believe that it is, fine. Tweet away. I don’t think most winery owners believe it, though. If they can afford to, they’ll hire someone to run their social media programs, and if they can’t, they won’t. I don’t think there’s any proof that not having a social media campaign equates to economic failure for a winery. As a matter of fact, I’ve told dozens of winery proprietors (including Bill Harlan) who don’t have a social media footprint, or who have only a small one, to get on with it already. I think every winery ought to have a blog (well maintained), a Facebook page and a Twitter account, at the very least.
Is that bashing? I don’t think so. I myself spend a lot of time on social media, either managing my own sites or visiting others (although I’ll confess to not being as interactively chatty as some people). If I was really bashing social media, I’d write stuff like “Twitter is a stupid waste of time. So is Facebook. Don’t get me started on Google+. Blogging is digital masturbation. Get away from your @#%*& computer, tablet or smart phone, haul your butt into the gym and lose some weight!”
But I’m not saying that. So I really think it’s time to stop the “Steve is a social media basher” thing.
The deeper question is, Why have some people taken such offense? They seem to get genuinely upset by my writing, centrist and tempered as it is. Are they so deeply committed to social media, ideologically, intellectually, physically, emotionally and financially, that they can’t bear to have its limitations pointed out? Can they not bear a little constructive criticism? It’s like the Taliban. Tell them they should be nicer to their women, and all of a sudden they’re planting IEDs under your car.
So look, my critics: Find another word for “basher.” Or better yet, understand that complex issues can’t be reduced to a single word. Instead of calling me a “basher,” deal with my specific statements. I think you’ll find we’re more in agreement than you think.
We all know that Yelp isn’t entirely trustworthy (what, you thought it was?). Any business, product or service that wants great reviews can simply ask all their friends and relatives to weigh in with a good word. Seems you can even outsource glowing reviews from other businesses, in exchange for a little mutual backslapping.
“As many as 4 out of 10 online reviews are phony or biased in some way,” according to a professor cited in the above article. But even though you and I, an educated public, instinctively or objectively know that Yelp reviews may be biased, we listen to them anyway, in a conscious act of self-persuasion, because the concept of “peer reviewing” is so powerful. We figure that, scattered amidst the bias, are golden nuggets of truth.
Peer reviewing, also known as word-of-mouth, always has been a powerful recommender. It’s seemingly the opposite of authority recommending, wherein a specialist or expert (that would be people like me, in the world of wine) tells other people what’s good, what sucks, and everything inbetween. These days, of course, the authority of experts is on the decline, maybe justifiably. The power of peers has seen its ultimate expression on the Internet, and specifically in what’s been dubbed “social media,” wherein you, me, and that gal behind the tree all have equal opportunity to opine, and then publish our opinions to–ta da!–the entire world. The Internet becomes the Great Leveler, diminishing the power of so-called experts, heightening that of novices and ordinary people.
That’s good. Every advancement in publishing technology brings the human race a step upward on the ladder of progress and enlightenment. The invention of movable type helped usher in the Renaissance from the dismal depths of the Dark Ages, when religious superstition dominated Europe and the church controlled publishing, censoring everything that did not conform to doctrine. But just as movable type led to problems (the rise of mass media, for example, which can be owned by corporations with biases), one has to point out the limitations of the Internet.
The problem with this ease of instant universal publishing is precisely what we can now call the Yelp Conundrum: just as you can’t believe everything you read on Yelp, you can’t believe everything you read in social media. More than that: Even if you know that you can’t believe everything you read in social media, you don’t know exactly what’s accurate and what isn’t. It’s sort of like Doublethink, in Orwell’s 1984. Any word can mean whatever the speaker or writer intends it to mean. Dictionaries are constantly in a state of revision to keep up with the shifting meaning of words. The written word, in 1984, no longer has value as a means of the transmission of truth. Instead, it becomes either a form of entertainment, or a mechanism to sell something, whether it be a product or government-sanctioned idea. The only way to really know what the written word means, in 1984, is to understand the context. Unfortunately, in that totalitarian dictatorship, it’s impossible to know the context of anything.
Context is similarly lacking in today’s social media reviews and analyses of wine. Another word for context is transparency. If a claim is transparent, then it cannot be “phony or biased in some way,” as 4 in 10 Yelp reviews are. Or, more correctly: it may be biased, but it is transparently biased, so that the reader is armed with sufficient information to ignore it.
Each form of social media has different ways to game the system. Yelp’s are perhaps the most obvious; but everything can be rigged. Blogs may be corrupted by the “mommy blog” phenomenon whereby the blogger is paid (secretly) to hawk certain products or services. Twitter is entirely capable of being hijacked by special interests, to judge by my feed, which routinely includes tweets by wineries touting their own stuff.
Until it’s possible to know who’s getting what, who’s in whose pocket, who’s simply ignorant, and who’s transmitting whatever message their controllers want them to, social media should be viewed with skepticism by wine consumers seeking truthful information. What is needed is an absolute way for the consumer to know the context of the information he or she receives. What is needed is transparency. But transparency is exactly what seems impossible to confirm on the Internet. The obviously phony emails from Nigerian widows should warn us all to beware the Internet’s pitfalls. But self-persuasion, or self-hypnosis, keeps us believing we can avoid them, ourselves.