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In a previous blog entry, I took on the challenge of showing how one quintessential pairing could be different based on which varietal oyster was in hand. I called in a local professional to aid me in the process, Cambridge bartender, Patrick Gaggiano.
Establishing a strong team and a day-to-day plan are important for any successful social media campaign.
In this article I’ll show you the five core elements you need to build a social media marketing campaign that works. Throughout this article I include examples from a campaign Whole Foods Market used when they launched a new larger store in Memphis, Tennessee to replace an existing smaller one. The campaign’s goal was to keep the Memphis community informed about overall progress, when the old store would close, when the new one would open, new offerings and opening-day activities. Early iterations of social media community management often included a laissez-faire approach: Give it to the younger staff members—they’re on social, right? Businesses quickly found out that just because someone is on Facebook in their personal life doesn’t mean they intuitively know how to communicate on behalf of a brand. Bernie Borges‘ article on staffing strategies points out the importance of assessing the people on your team and determining who is best-suited to contribute to your social media strategy. Establish a social community management team with members who can take ownership and responsibility for carrying out day-to-day updates in addition to long-term campaigns. As you and your community management team begin to plan the campaign, a tactical social media plan is essential. No matter what you hear from different sources, there is no one perfect social media platform to use.
To choose your primary and secondary networks, think about where your target audience is more likely to spend time online and look at industry benchmarks. Social Barrel designed an infographic that shows specifics to consider: suitable media types, objectives, potential reach, demographics, target profile and the types of skills your team needs to be successful.
It may sound obvious to be where your customers are, but for some businesses that’s easier said than done.

Print publishers have used editorial calendars for centuries and their usefulness has never waned.
Thank-you to Emily Lux, marketing team leader at Whole Foods Market on Poplar Avenue in Memphis, Tennessee, who graciously agreed to share information about their campaign with Social Media Examiner. After the post came out and more flavor based discussions around the office, we came up with the tasting wheel as a way to take some of the guesswork out of describing those nuanced flavors, which had an effect in the pairing process. In our first meeting, I gave him a copy of the tasting wheel, and then asked him to create a few simple cocktails with the finish section of the wheel in mind and with relatively low alcohol content to not bring up any volatility issues. Any time you need to communicate goals or generate buzz, social media is the cornerstone of your success. Your plan keeps you focused on the number of steps you’ll need to take along the way, while also helping build momentum, curiosity and excitement among your audience. If you’re not sure where your audience is, set up social interaction reporting on Google Analytics to see which channels send visitors to your site.
They help you leverage content across media, streamline resources, drive internal teamwork and stay focused on the needs of your audience.
They require a capable team that can drive the project, careful planning and execution and, as you’re well aware, quite a bit of work. I did not tell him which oysters I was bringing to our next meeting, and I did not want him to tell me what cocktails he would be making, so no biases or assumptions could be made before the tasting. Great for a rainy day during April showers or enjoyed with a light beer outdoors with May flowers.
If you want to share your calendar with your team, consider a Google Drive spreadsheet or WordPress’ editorial calendar plugin.
These sharp flavors will be a nice contrast on a briny oyster.Yields for 2 dozen oystersINGREDIENTS1 bunch spring onions with small bulbs? cup tarragon vinegar? cup water? tsp honey1 tbsp crushed pink peppercornsDIRECTIONSShave the spring onion bulbs on a mandolin into paper-thin rounds.
For the East Coast, I chose three oysters: one sweet, one briny, and one with mineral notes. These broad categories were chosen so they could be applied to other oysters with similar flavor profiles.I arrived at Patrick’s bar one week later, and shucked the five different oysters while he stirred and shook his own selection.

The delicate nature of every slurp is at risk of being masked by sharp wafts of alcohol or other strong aromas within the drink.
The heat, or volatility of alcohol, can perk up unwanted aromatic components or mask delicate textures. The tequila in this drink is light, and does not shock the palate; while the grapefruit’s sour juice slices through the creamy meat. Patrick paired this with a smoky and fruity drink made from mezcal (smoky), Luxardo (sweet), and Punt e Mes (a bitter vermouth). The drink and oyster stood up to one another with such force when separate, but once combined, snuggled against each other in my mouth like a child in a warm blanket. The mouthfeel was steak-like, with smoke, mushroom and woody notes, combined with a silky texture.
Patrick was worried about the Chrysanthemum #2, as it was possibly too aromatic for the task at hand. On the contrary, the herbal and intricate green Chartreuse and the sweet Benedictine (an orange-y brandy) in the drink helped to bring out some of the sweet lettuce and citrus nature of the oyster, while the salt in the oyster sharpened the complex drink. And then, there was the one that threw us for a loop. What do you pair with a sweet east coast oyster, like a Standish Shore, that won’t completely destroy it?
We used Amaro Montenegro, which is sweet and slightly bitter, with notes of sherry, another oyster-loving spirit. The astringency of the cocktail stops the sweetness from impeding the buttery finish of the oyster, while the crisp and delicate French gin makes sure the brine stays sharpWhat we can conclude from this session: cocktails aren’t too complex to be effectively and appropriately paired with different oysters.
Not all oysters will go with all cocktails, so make sure to know which oyster flavor profile you are indulging in.
To find harmony, eat your oysters without sauce or garnish, enjoy their unique qualities, note them on the wheel.

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