The Impact of Food offerings on social media engagements in the Yakima Valley Wine Industry during the COVID-19 pandemic.

Author(s)

Katrina Doonan

Faculty Mentor(s)

Jill Clark (Family & Consumer Sciences)

Abstract

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

Presentation

3 thoughts on “The Impact of Food offerings on social media engagements in the Yakima Valley Wine Industry during the COVID-19 pandemic.”

  1. Excellent job, I could tell you were very knowledgeable in your research and analysis. It will be interesting to see if these wineries keep the innovation going after the pandemic. You might have discussed this, but did you see any benefit for marketing to the whole family during the pandemic verses the typical customers a winery would see?

  2. Great job on this! Your analysis of food offerings is comprehensive and gives the viewer insight into industry trends. It will be interesting to see how these trends develop over time.

  3. Good job, Katie! Like the other comments, it will be interesting to see how wineries continue to be innovative in their offerings and marketing techniques.

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