marketing

Learn How Social Media Is Being Used by HSUS

This presentation by Carie Lewis, Director of Emerging Media, The Humane Society of the United States (HSUS), offers a great view in to how HSUS is strategic in its use of social media. While you may or may not like the HSUS, they do have a plan and know where they need to go. Everyone in agriculture needs to leverage this HSUS information to help advocate (aka agvocate) their agriculture, farm, and ranch story.

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Taking Online Dairy Advocacy to the Next Level


How can you utilize social media in agriculture? What steps should you take when general media portrays farming operations in a negative light? This webinar offers some guidance, tools, and resources to help. Webinar from Dairy Management Inc. and myDairyToolkit.com, December 14, 2011.

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Truffle Media's 3 Words for 2012

Truffle Media Networks Three Words For 2012
I was recently reminded of Chris Brogan's "My 3 Words for 2011" (plus 2010, 2009, and 2008) and thought how I would apply this to Truffle Media Networks.

One of the recommended approaches is to
"think long and hard about what these words will mean for you, how you can sum up an entire PERSPECTIVE into these words, and how you can use them as guideposts for your actions in the coming year."
So in this spirit I take a jab at creating the three words and share the deeper why.

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Is There a Consumer / Producer Communications Gap?

food consumer producer communications
Audio link via SwineCast
Dr. Marty Strauss understands the issues consumers have in understanding food/food information. He also understand agricultures desires to help. Dr. Strauss offered how to better bridge the producer/consumer communications gap.

Consumers to Food Animal Industry: Natural and Free Range mean what?


What does "free range" or "natural" mean in animal agriculture. In Australia there is a call formally put in place definition that will help consumers understand the differences and reduce marketing confusion.
The beef industry could face a crackdown from the consumer watchdog for using the word ''natural'' to describe its products in the wake of legal action against the chicken meat industry for using the term ''free to roam''.
Companies like McDonalds look to food animal industries and trade groups to clarity their product marketing so as to avoid consumer back lash.

Missing in Agricultural Media?

ag media expertise
Amongst agriculture communicators, many are familiar with webinars, online media consumption, and using a smart phone. However 62% feel they are beginners or have no expertise in search engine optimization (SEO). Additionally, 64% believe social media will be more important than email in the next several years, as a way to communicate with those in agriculture. This information is from a survey Truffle Media conducted in August 2011 (PDF).

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What Are the Top 3 Consumer Decisions in Food Purchases?

consumer trust
The Center for Food Integrity published its 2011 Consumer Trust Research (PDF link). The top three priority goals driving consumer food choices include: Safe food, affordable food for me and my family, and nutritious food. It was noted that consumers distinguish between family farmers versus commercial farmers.
There is an inverse relationship between the perception of shared values and priorities for commercial farms. Consumers fear that commercial farms will put profit ahead of principle and therefore cut corners when it comes to other priority issues. As farms continue to change in size and scale we have to overcome that bias by more effectively demonstrating our commitment to the values and priorities of consumers.
Charlie Arnot offers an introduction (audio link) to the research and its approach to organizing the data.

Survey of Agriculture Company and Organization Social Media Bases

In a survey of 526 agribusiness and organizations, 215 had a LinkedIn page, 146 had an organization focused Twitter account, and 252 had a Facebook page.

Public link to Google Spreadsheet

What Do Farmers Think About Consummers?

consumer, farmer, and rancher survey
The U.S. Farmers & Ranchers Alliance's Survey of Farmers, Ranchers, and Consumers suggests that 93% of farmers and ranchers believe consumer's perception of US modern farming practices are somewhat or not accurate at all. The survey also notes that consumers are firmly divided on the direction of modern agriculture.

These and other survey observations were discussed in the Food Dialogues Town Hall, segments of which can be watched on-line.
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