Enjoy a few tastes from the PR+SM Summit’s “Social Media and Craft Beer” panel, hosted by Marquette University.

Mike Thiel, Goose Island Beer Co. marketer: “For every beer that we’ve sold, we don’t do it through big advertising budgets…. Everything we’ve done is through one taste at a time. So the way that we view social media is that is an opportunity to reach every customer, one point at a time and help tell a story.”

Dan Murphy, Milwaukee Magazine’s Brew City writer: “A few bars around [Milwaukee] have done a nice job with Instagram — Burnhearts in particular…. They’ll take a picture of a new barrel that comes in and post it. I mean, to the beer geeks, it’s beer porn.”

Tim Cigelske, Marquette social media director and DRAFT Magazine writer: “One of the best lessons I learned today was from Tim Washer, who said, ‘If you don’t have a story to tell, post a photo of a shark.’ And you may not have a shark… but he is also saying that you have to make what you are doing interesting.”

Emma Pohl, Milwaukee Brewing Company marketing manager: “I try not to look at other craft brewery’s social media pages. It’s probably the opposite of whatever anybody ever taught you about market research. The reason that I don’t is that I don’t want their messaging to impact me…. I want it to be really genuine and authentic. I just want to tell our day-to-day story.”