It’s National Ag Day! As a proud farmer’s daughter, I love seeing how much agriculture has embraced technology and how the industry uses it in new ways to promote and preserve a lifestyle.
Since I have been working with technology firms and online programs for nearly 15 years, I have seen some agricultural websites come and go. Websites were the big rage in the late 1990′s for the agriculture, and marketing departments jumped on board headfirst. Even Cargill redesigned 
its logo and created its online strategy to build its business at the time.
Social Marketing = Real Revenue
Today, most farms have access to high-speed Internet and smartphones. Many farmers use social media to connect with other farmers, vendors or customers. Farmers are on Facebook and frequently use the hashtag #agchat on Twitter to connect with others in the Ag industry. Social media allows “collective” soc
ial and political movements to gain momentum faster, reach farther, and hopefully have greater impact than ever before.
Farmers use technology to check the markets in real time, to see where they should sell and purchase their products. In fact, more farmers rely on online methods when investing in implement machinery, because there are fewer local dealerships and they need to see what they are purchasing. A difference of a few pennies from one site to the next can mean several thousand dollars.
Social Marketing Humanizes the Food Chain
As the local and organic food trends demonstrate, our culture is finding ways to return to some form of agriculture. Imagine a world with a few clicks, you connect with the farmer who grows your food and you can check on the weather conditions to know if it is time to go berry picking with your friends….Guess what, that time is now!
In this article, Wes Sander states, “Farmers of all varieties are using social media, from small producers who sell at farmers’ markets to large commodity growers who sell through conventional channels”. Using social media as an education tool to consumers provides the following:
- People appreciate information and knowledge transferred about production and process, educational efforts, and hearing what is going on the farm.
- Feedback comes through comments, responses, and direct communication.
- Web traffic increased after employing social media.
- The connections made through social media are sometimes surprising and reach world-wide.
- Learning and education is two-way opportunity.
The future of agriculture embraces the possibilities of social marketing. How would you like to see agriculture utilize social media? Beth’s post “ A Social Media Story From the Farm” showcases some great examples of agriculture and social media. These businesses are vital for our communities, in fact, at the Sioux Falls area Culvers today, they are running a great promotion in honor of National Ag Day. At Vivid Image, we partner with these entrepreneurs, to tell their story in their own way, ask questions and build relationships. It’s time to stop clucking and start crowing – contact us today to learn how!
I love the idea of people connecting to farmers. I recently connected (via networking) with a local CSA farmer and am really excited to get locally grown produce all summer, as well as keep money local and support a wonderful resource in our area. Please we’ll eat healthier and fresher food. Connecting with people via #agchat on Twitter is one of my most favorite things on Twitter. The discussions are so intelligent and kind. Thanks for writing Sarah!
It’s almost as though farming and farmers were “under the radar”, but with social media, it seems as though the career choice is picking up steam. I also think that the increase of gardening and canning (as a way to save money and be better for our diets) has reconnected us with this exciting, engaged group. Thanks for sharing!
It’s almost as though farming and farmers were “under the radar”, but with social media, it seems as though the career choice is picking up steam.
Great article. Yes, we (farmers/ranchers) are out there in social media. Not only are we connecting with other farmers, we are connecting with nonfarmers as well. My husband and I are also part of a non-profit that this helping folks in agriculture navigate the realm of social media. Visit http://www.agchat.org to learn more.
Happy National Ag Week!!
@ezweber
@zweberfarms
Emily,
Thanks for the information, feel free to forward this post on to others. Have you read Amy Lauter’s book, “More than a Farmer’s Wife”? She is a prof at Minnesota State University-Mankato and she studied American Farm Women from 1910-1960. It is a great scholarly read and really delves into the fact that community groups were formed to help combat some of the isolation that can occur for women on the farm. I think that social media is breaking down those barriers more and more, agchat sounds like a great place to start, too.
Sarah