Make The Right Connections With Social Media
July 19, 2012 
By the time you’re done reading this article, it is likely someone you know has performed at least one — if not all — of the following tasks: “updated their status,� sent a “tweet,� or “shared a video.� These phrases have become part of daily lingo thanks to the proliferation of online social media activity. Surfing the Internet has evolved in a relatively short time. From when going online was primarily for fact-finding missions, now it has turned into a virtual living space, and the statistics show it. As of May 2012, 62% of adults worldwide were using social media, according to The Social Skinny (TheSocialSkinny.com), an online portal that reports on all things digital. The sheer volume of users indicate social media is the fastest-growing active behavior online, and the numbers keep going up.
During the recent All Florida Ag Show, Dawn McKinstry, outreach coordinator for the UF/IFAS Center For Public Issues Education (CenterPIE.com), led a presentation on using social and other new media to market your farm. The Center’s mission is to enhance public understanding of issues in agriculture and natural resources through practical research in education, communication, and leadership development. Appropriately, McKinstry delivered her presentation via video feed. For businesses seeking a way to better connect with consumers, McKinstry says social media is a no-brainer. “One of the key elements that makes it so effective is that you are using your personal contacts to help carry your message to a larger audience,� she said. “Your network of connections who rely on you for a trusted resource to provide interesting info, find it worthwhile reading. If you’re strategic with your content, your contacts will pass along your message to those in their network.�
Participation Please
While there has been some traction in agriculture’s social media footprint, the industry has yet to fully embrace the communication tools. With time and resources being such a premium for not only growers, but also any business interest, return on investment justification is key. McKinstry says barriers to entry are next to nil, and notes multiple reasons why farmers should link up:
• It’s free, or relatively inexpensive. “All you need is an Internet connection.�
• It’s interactive. “This provides the means to communicate one on one or one to many. It broadens your reach. One person can take a small amount of time each day to post a tweet or update a Facebook page and have the potential to reach hundreds or even thousands of people who want to hear what you have to say.�
• It offers Immediate Direct Feedback. “These are individuals who have chosen to follow you. So, it’s valuable information.�
• It’s Adaptable. “It can be readily refined to promote any ongoing success you are having, campaigns you’re running, or any news you want to share.�
Lots To Like
Chances are you or someone you know is on Facebook. The number of Facebook profiles is expected to reach 1 billion by the end of this year, McKinstry noted. While perceived by many as more of a personal playground rather than a place to conduct business, Facebook has established itself in the corporate world thanks to its option of being able to create Facebook “pages� (Facebook.com/help/pages). Fan pages galore have been created and are maintained to help businesses, organizations, and brands connect with and gather feedback from customers (a.k.a., “fans�). These are the pages those interested in following would have to “Like.� The more “Likes� you have, the more reach you have.
Another impressive stat pulled from The Social Skinny: 80% of U.S. social network users prefer to connect with brands through Facebook. “Another reason to be on Facebook is that the majority of viewers are returning visitors,� McKinstry added. “They are highly loyal to the site. As of January 2012, more than 96% of all Facebook visitors were returning visitors. You know you have a reliable audience who’s going to return and listen to your message.�
Proper Posting Procedure
While it is up to you what content you’d like to share, having a gameplan in place for when and how much to post is necessary to keep your audience engaged. According to McKinstry, the best times to post to Facebook are around noon and a little after 7 p.m. “Many Facebook users check their news feed on their lunch break and in the evening after work when they are winding down their day.�
And timing it right will ensure your message doesn’t get lost among the other posts. “If your Facebook followers have a lot of Facebook friends, the posts will quickly rotate out of their news feed and you often won’t be seen.� McKinstry said.
Frequency is another element to factor into your connection strategy. McKinstry says the most effective amount equates to about once every other day. “If you post too often, you can be annoying to your followers,� she said. “If you post too infrequently, you’re likely to be forgotten about.�
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