Jill Clark (Family & Consumer Sciences)
This oral presentation looks at the effects of the COVID-19 pandemic on the Yakima Valley Wine Industry – specifically from March 2020-August 2020. This study will analyze four wineries within the Yakima Valley that offered food, in addition to outdoor wine tastings at their tasting rooms during the specified time frame. This study will pull data from the social media accounts of each of the wineries (Instagram & Facebook) to examine the food offerings, price points, and related events. This data will then be analyzed with regard to social media engagement (as defined by likes, shares, & comments). The goal of this presentation is to clarify whether or not there is a correlation between wineries that offered food and related events to higher social media engagement. Due to the restrictions imposed on businesses during the specified time frame, social media engagement was shown to be a valuable tool in maintaining customer relations and overall visibility. This information is valuable to the Yakima Valley wine and tourism industry, as it identifies successful strategies for increased social media engagement during the Covid-19 pandemic.
Keywords: Wine & Food, Social Media, Pandemic