The core values of the wine industry around the world are generosity and hospitality. Social media by its very nature embodies these two values: reaching out to others with useful information and inviting others to become part of what you are doing. If you wish to connect with a favorite winery using social media, here are some guidelines.

It's Easier Than You Think to Connect

The two most popular social media sites are Facebook and Twitter. You must have a Facebook and/or Twitter account to become fans or followers of wineries with presences on either one. Creating an account is free.

Use the Facebook search feature to find the winery with which you wish to connect. If more than one entry pops up, look for the fan page, which probably has the most followers anyway. Some enthusiasts have established group pages for their favorite wineries, but these are not always sources of reliable information.

For Twitter, search for your winery here. You will get a list of recent tweets containing the winery's name. Look for tweets containing the @ symbol followed by the name of the winery you wish to follow. Click on that link. You will be sent to that winery's Twitter home page where you can become a follower and see all the official tweets from that winery.

Don't Be Afraid to Chat

Wineries want to get to know you! Don't be afraid to send tweets, tack Facebook posts on the walls of your winery's fan page, or post comments on the winery's blog. Good or bad, wineries want to know what you think. You will probably get a response within 24 hours from the manager of that winery's social media program. Just be civil, and you will get a civil response.

Becoming a Fan or Follower Has Benefits

Many wineries offer promotions exclusively for their Facebook and Twitter followers, ranging from wine discounts to invitations to special events.