The document provides 4 steps for using social media to market a winery: 1) Create a presence on relevant social media platforms like Facebook, Twitter, and Flickr to engage customers and share the winery's story. 2) Listen to conversations on social media and engage with customers to build relationships. 3) Identify and influence influential customers who can help spread word of the winery. 4) Measure engagement on social media and the website and adapt the social media strategy accordingly. The goal is to build relationships more than directly increase sales.