Young people in the agriculture industry are using social media to share their experiences and promote a positive image of agriculture, which is good for the industry according to an agricultural communications professional who manages social media in Arkansas.
Mary Hightower, communications director for the University of Arkansas Division of Agriculture Cooperative Extension Service, said social media has become one of the most effective ways for youth to engage with the public and highlight modern agriculture.
“The key to success begins with creating high-quality, authentic content that clearly represents their work and values.”
“Good content is critical,” Hightower said. “That means clean, well-composed images and video and clear well-written verbiage for context.”
Beyond producing strong visuals, Hightower said, tone also plays a major role in how agricultural messages are received. She advises youth to remain positive and avoid controversy.
Hightower encourages parents, teachers and agriculture advisers to help students prepare for online engagement, especially when faced with criticism. She said youth should be ready to advocate for their field and respond respectfully to misinformation.
“Being controversial and confrontational may generate clicks, but never let drama overshadow your message,” Hightower said. “People prefer emotion to reason because it’s easier. Don’t take the easier route.”
Looking ahead, Hightower said agriculture’s online presence faces both challenges and opportunities. While political debates can distort agricultural topics, she said youth participation, agricultural therapy and the growing interest in homesteading offer reasons for optimism.
“The most successful posts are personal,” Hightower said. “They describe real experiences, good and bad.”
Hightower added that social media also helps young people develop valuable communication and creative skills.
“It can be the crucible to develop the ability to speak and write concisely and clearly,” she said. “They can also improve photography and videography and learn to develop a thick skin, an asset in any public communication.”
According to Hightower, the same consistency and work ethic required in agriculture also apply in online communication.
“If you want to get better, you need to spend miles in the saddle,” Hightower said. “Social media done right requires consistency, honesty, integrity and the willingness to learn from feedback.”
