Issue link: https://digital.copcomm.com/i/488317
136 / the tasting panel / april 2015 A s the beverage industry's largest career network, BevForce knows who's coming and who's going at the leading global beverage companies. BevForce is the only beverage industry staffing agency providing both an online job board and executive recruiting services. Visit www.bevforce.com to sign up for the Movers & Shakers newsletter or to report your job move or recent hire. Victor Lilue has been named Retail Marketing Manager at Diageo. He had been Marketing Manager at Imperial Tobacco. Jeff Hodson has been named President at Distillery No. 209. He had been Vice President, Western Region at Tito's Handmade Vodka. Leigh Erickson has been named Regional Field Marketing Manager at Angel's Envy Bourbon. She had been UV Vodka Market Manager (KY/TN) at Next Level Marketing. David W. Hejl has been named CEO and General Manager at Martinelli Winery and Vineyards. He had been CEO and General Manager at Kosta Browne Winery. Mark Feinberg has been named Chief Marketing Officer at King Estate Winery. He had been Vice President of Marketing at Don Sebastiani & Sons. Cees 't Hart has been named President and CEO at Carlsberg. He had been CEO at Royal FrieslandCampina. James Pendegraft has been named Chief Executive Officer at The Saint Louis Brewery. He had been Managing Partner at BEVISYS, LLC. Frédéric Levy has been named CEO at Coravin. He had been President at Nestle Nespresso USA. Marco Preda has been named General Manager, Digital & E-commerce Europe at Diageo. He had been Senior Director, E-commerce/Operations/Strategic Planning at Ralph Lauren. Movers & Shakers HOW TO GET YOU OR YOUR BRAND NOTICED: We all know that social media is king. From the old guard (i.e. Facebook) to the new (i.e. Snapchat), social platforms have given users and brands unlimited access to potential customers and brand expansion opportunities, theoretically at no cost. The challenge, however, is how to effectively cut through the noise to efficiently hit your desired objectives. Don't Spread Yourself Thin: You may personally love Facebook or Twitter, but are they right for your business? Stop the FOMO [fear of missing out]. Social Media, when done with an objective, is extremely time consuming. Find a platform that works best for your bottom line objectives—Site traffic? Try Pinterest if you have visual assets. Content exposure? Go Facebook. Customer service? Stick with Twitter. Brand awareness? Use Instagram or YouTube. You may find that a combination of one or two platforms does the job. Have a Strategy: At first glance, social media is an "of the moment" communica- tion, but the users and brands that excel have a thorough strategy. Create a calendar and "style guide" for content appropriate for the platform you are using. If growth is your objective, seek out partnerships with users or brands that have a larger follow- ing than yours. Cross-promotion goes a long way. Know the Tricks: Ever see a period before an "@" sign on Twitter (.@)? That's how you reach an audience outside of your own followers. Be sure to do your research. Each platform has its own inside tools. Social Media can be a brand's best friend—but going in blind and not committing to a comprehensive strategy is a surefire way to fail. By learning some of ins and outs of the space and spending your time effectively, you'll be able to leverage these platforms with success! CAREER CORNER