Agriculture is changing by the way farmers and ranchers communicate with, and market to, consumers. This is an era of 450 million people on mobile Internet, 68 million bloggers, 500 million Facebook users and 55 million Twitter account holders. Social media has taken its threshold within the agricultural community by allowing producers to promote a positive message for agriculture in a time where there are many critics.
The use of social media in agriculture has fostered an amazing dialogue and online debate in which farmers and producers can take a conversation to a higher level. Many view social media as a way to level the playing field for today’s farmers.
Traditionally, agriculture marketing was accomplished through print advertising, direct-mail, websites and radio. Now, farmers take part in interactive marketing and they refine their messages through social networking.
But, for producers wanting to begin in the world of social media, it can be a bit overwhelming. There are three common types of social media that beginners can use to incorporate with farm marketing.
BLOGGING
A blog is a website where a group or individual produces an ongoing narrative. Blogs typically serve as an interactive website that is arranged in chronological order and maintained with short diary-like posts.
Tips:
1. Use a free blogging service at the beginning to make sure it is something you will continue.
2. Post regularly – at least three times per week.
3. Post farm photos, facts about your farm/business, contact information, and include hyperlinks within your posts, linking other websites to your page.
4. Build inbound links to increase your blog’s exposure, boost search engine rankings and provide click-through traffic. Inbound links are links to your blog or page, from other websites, blogs, chat rooms, etc.
TWITTER
Twitter allows communication through the exchange of quick, frequent answers to the question: “What’s happening?” A reader can view users’ messages called tweets, which are text-based and 140 characters in length.
Tips:
1. Your Twitter bio is important – make it unique to attract followers.
2. Upload a good photo – either a clear farm photo or a picture of the person tweeting.
3. Don’t use too many one-word tweets, write full sentences and don’t forget about grammar. Also, stick to your message – you are marketing your farm and products.
FACEBOOK
Facebook is a social networking website launched on Feb. 4, 2004, that connects friends together with common interests. This social media network isn’t for just keeping connections with friends and family, but can be used as an effective business tool for many agricultural businesses.
Tips:
1. Update your status regularly.
2. Make your profile interesting with photos and videos of the farm.
3. Keep any personal parts of your profile private through the settings.
4. Reinforce your farm brand by your logo, farm family photos and links.
5. Post business updates on your profile, (eg. “Working in the fields harvesting today.”)
General Social Media Tips:
1. Add your social media URL’s (uniform resource locator, or web address) to your email signature and any marketing materials (business cards, etc.).
2. Embrace the responsibility to talk about farming, values and lifestyle with consumers.
3. Post regularly, consumers are watching and waiting.
4. Forge relationships with consumers by providing an accurate portrayal of the farm.
5. Remember “If you build it they will come”? The same is true for social media. If you post regularly, you will build a following of viewers.
6. Always cross-promote other farm social media to get the full effect – i.e., talk about your facebook page on your blog.
The reputation of American agriculture is in the hands of our producers. It’s easy to sit back and listen, but it’s more worthwhile to sit up and “get interactive” by using social media to combat anti-agriculture critics.
Visit our website at www.ozarksfn.com and click on find us on facebook.
