Lex localis - Journal of Local Self-Government_11(1)_January

L EX LOCALIS - J OURNAL OF L OCAL S ELF -G OVERNMENT Vol. 15, No. 4, pp. 827 - 844, October 2017 The Importance of Social Media from the Wine Marketing Perspective T INA T OMAŽIČ 1 Abstract Mass media have never in their history had such a strong impact as they have right now, mainly due to the emergence of new technologies, which have become an important part of the marketing strategies of the wine industry around the world. This paper explores the impact of the information and communication society in social media in the light of the local governments of various countries input in the field of the wine industry. We find that social media allow users to use them free of charge, while paid advertising is an additional cost. The results can also be measurable, which allows the companies full control over the effectiveness of their marketing strategies, but the successful wine companies must use and exploit the social media as important marketing channels. Keywords: • wine marketing • social media • local self-government • mass media • wine industry C ORRESPONDENCE A DDRESS : Tina Tomažič, Ph.D., Assistant Professor, University of Maribor, Faculty of Electrical Engineering and Computer Science, Institute of Media Communications, Koroška cesta 46, 2000 Maribor, Slovenia, email: tina.tomazic@um.si. https://doi.org/10.4335/15.4.827-844( 2017) ISSN 1581-5374 Print/1855-363X Online © 2017 Lex localis Available online at http://journal.lex-localis.press .