(Vinography) - Ordinary wine consumers may want to skip this post. On occasion I write purely for the wine industry, and today I'd like to address the role of social media in the wine industry. Whenever I write these kinds of things, I like to remind people that by day I run a company called HYDRANT that gets paid a lot of money to help big brands be extremely successful marketing, selling, and engaging with their customers online. In short, what follows below isn't just random opinion. Let's be clear, first, what I mean by social media, a phrase that has become widely used but perhaps not fully understood by everyone who uses it. Social media are those channels of interaction on the internet where the public has a voice. Any outlet at which an ordinary person, free of charge, can say something, create a piece of content, react to something that someone else has created, or establish relationships with people and companies falls under the banner of social media.