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Agriculture in Social Media

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Katie Abrams

on 20 September 2012

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Transcript of Agriculture in Social Media

How is agriculture communicated in social media? Agriculture is a business. Putting a human touch on the company.
Reach new customers.
Market products to customer. Listening/monitoring conversations about:
issues of importance to the company
creating or participating in online communities Reputation Management Provide added value to products: http://twitter.com/PioneerHiBred Manage customer relations: http://twitter.com/SilkSoymilk Connecting with Customers Media Management Journalists and bloggers
Press releases
Video releases
Crisis information quickly Agriculture is more than a business. Agvocating Connecting farmers to farmers "Agvocacy is simply the act of promoting agriculture. I believe that we need all types of production in order to meet the future needs of the people. Conventional, organic, natural, farmers markets all will play an important role in continuing to provide safe, wholesome and healthy food for future generations." -Jeff Fowle, third generation family farmer and rancher from Etna, CA- Why do it? Consumers trust farmers more than companies, so called "experts," and government officials when it comes to learning about how their food is produced. Learn from other producers
Advise other producers
Make connections Tell the story of agriculture
Reach out to people who have questions about where their food comes from and how it is produced.
Address mis-information spread by those opposing agriculture.
Learn what the public perceptions are. Examples Pilot Travel Centers of Tennessee, which sells fuel and food to travelers in 41 states, was barraged with negative e-mails and Facebook messages when agvocates learned of a $52,000 donation to HSUS (Kintberg, 2010, http://www.agweb.com/article/humane_is_the_game). #thankafarmer Feb. 2009: $100,000 donation to HSUS by Yellow Tail prompted one of the biggest social media reponses put forth by agvocates.
It was the pivotal event that brought together a largely disbanded community of "agvocates" that are now a loud, proud, and growing community. #yellowfail Yellow Tail backed away from an open-ended $100,000 gift to the HSUS and specified it to only be used for animal rescue efforts. April 2009: AgChat began on Twitter as a community and weekly Twitter conversation Tuesdays at 8 p.m. EST.
"international meeting place where the people of agriculture can discuss difficult issues, tell their farm stories and identify ways to connect with people outside of agriculture" (AgChat Foundation, 2010, http://agchat.org/about). College student agvocates
http://www.animalagalliance.org/current/home.cfm?Section=Main&Category=College_Aggies 6.7 million unique impressions with a "Thank a farmer" effort on Twitter Thanksgiving week 2009 The company vowed not to donate to HSUS in the future and said earlier donations to HSUS went for rural veterinary care, disaster relief and a fund to rescue animals left behind in foreclosed homes. Student-led activity
Google Plus
Pinterest (and other social bookmarking) Please credit: Dr. Katie Abrams, Assistant Professor, Agricultural Communications, University of Illinois (last modified August 2012)
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