farming

Common uses of social media within the agriculture industry:

• Advocacy
• Community Building
  
• Relationship building with clients and partners (new and old)

Advocacy

According to Buckeye Farm News, the issue of animal welfare practices being brought forward by the Humane Society of the United States (HSUS) “has been called the most important issue to ever face Ohio agriculture”. Andra Troyer of London, Ohio agrees. She joined Facebook two months ago and finds it a useful tool in spreading information about animal welfare practices in Ohio, the efforts of HSUS, and Ohio Farm Bureau articles and programs.

Andra Troyer would like to see current OFBF members helping spread the message regarding Ohio agriculture’s struggle with HSUS.  She states:

“Use the Farm Bureau’s site. Its easy to share from their site. (Look for the Share button in the bottom right of articles posted on http://ofbf.org.) All you have to do is hit the share button. I would like to see others using their networks. If each of us goes out and finds 250 friends on Facebook, like I did, that is 250 more people we are touching. If we don’t stand united then we fall. We have to work as a group and an organization. We need to put out the same message and involve as many people as we can.”

Animal husbandry practices may be the most important advocacy issue for Ohio agriculture right now but it is not the only issue and it will not be the last issue.  Social networks such as Facebook and Twitter provide a means of interacting with more folks more efficiently. And when it comes to advocacy, the larger your communication circle, the better.

Community Building

How does one build community offline? Get to know folks. Let them get to know you. Discuss shared interests. Work on projects together. Building community offline or online, the purpose and the process is the same.

Bob Peterson, former OFBF Board President, finds Facebook useful for maintaining relationships within his community and with his Farm Bureau contacts across the country. He states, “Facebook is like walking into the coffee shop. All the characters are there and their stories are there.”

Jaime Moore of Wayward Seed Farm states “[Social media] is a way to connect with other farmers, other businesses, form partnerships, form friends. And it's the best form of free marketing there is. You have to meet people where they are, and today, that's online.”

Use Facebook to keep up with folks you would love to have coffee with but simply do not have time. 

Twittering from the farm? CNN online recently wrote an article regarding the use of social media in agricultural areas and its growth among the farming community. Ohio State University Extension Educator, Andy Kleinschmidt was quoted in the article and I had the opportunity to ask him a few questions.

Kleinschmidt works directly with farmers to improve crop production and bring the knowledge of The Ohio State University’s Department of Agriculture out to rural areas. A “newbie,” as Kleinschmidt claims, to social media, he is quickly learning the newest tools of the “farming” trade. Using Facebook, Twitter, Friend Feed and his personal blog, Kleinschmidt says he is excited to stay connected to farmers and the agriculture community in real-time.

As with many other social media users, Kleinschmidt explains that social media allows for “two-way conversation, instant feedback and collective knowledge;” great ways to interact with colleagues and consumers. “There is an incredible power in the sharing of industry information; social media allows a farmer in North Dakota to share insight with a farmer in Iowa, it has truly broken down communication barriers and made farmers across the country accessible to one another,” said Kleinschmidt. Another benefit Kleinschmidt claims: “It gives a name and a face to the food you eat; so many people don’t think about where their food comes from, but now, social media really brings the food up to the fork.” Social media offers consumers a way to connect with their local providers and offers providers a way to clear up any misconceptions about the farming industry.