2014 business of farming conference: becoming social media savvy workshop

Becoming Social Media Savvy

Maggie Cramer (freelance communications)

Rachel Brown & Susan English (English Farmstead Cheese) Dawn Robertson (East Fork Farm)

Business of Farming Conference - 2014

Lay of the Land

• Who, what, when, where, why, and how (we’ll go a little out of order!) of popular social media sites and e-newsletters

• Personal experiences from Rachel, Susan, and Dawn

• Questions

• Hands-on help if time allows

Social Media: Who

• Good communicator(s) on your team

• Can establish singular voice or use multiple voices

Social Media: Why

Social Media: Why

• Online presence; meet expectations

• Relationships with customers & potential customers

• Connection/link with local food scene/movement

Social Media: Where

• 2013 stats (throughout): 71% of online adults use Facebook; despite “rumors,” it’s still most popular and worthy of time

Social Media: Where

• 18% of online adults use Twitter

Social Media: Where

• 21% of online adults use Pinterest

Social Media: Where

• 17% use Instagram

Social Media: Where

• Said to be world’s 2nd largest search engine

Social Media: Where

• 300+ listed on Wikipedia

• Ask your customers where they are online

Social Media: Where

Social Media: What

Your Content (Push), Engaging Content (Pull), Shared Content

Push social users to your content

Pull them into your story with questions and conversation starters

Share others’ content to participate in social network

Utilize combination of types of posts, throughout week and even within a post

Social Media: What

Push

• News & events: Changes to the farm (both exciting and difficult), announcement of intern position, CSA start dates, awards and accolades, farmers market locations and what you’ll be offering

• Photos: Images of farm, you at work (called a felfie, seriously), animals; utilize collage tools

• Facts about your farm that customers and potential customers may not know; tips for growing based on your experience

Social Media: What

Pull

• Questions and polls related to your farm or agriculture/local food in general

• Fill in the blank: start a conversation with a scenario or statement and end with a blank, asking them to complete

• Ask for followers to caption a photo

Social Media: What

Share

• Current news: share your opinions, tie into your farm operation

• Connect to holidays and theme days

• Re-post from fellow farmers, ag organizations, ag media

• Share inspirational quotes

Social Media: What

Tips, Facebook

• Utilize all tools as appropriate: create events, photo galleries, groups, change your cover photo and profile photo, etc.

• Check on changes and learn what they mean for you at newsroom.fb.com

• Use hashtags; tie into the community

Social Media: What

Tips, Twitter

• Use hashtags to increase visibility like #avlag #avleat #farmersmarkets #felfie

• Participate in appropriate Twitter conversations and events

• Use all methods: simple RT, RT with comment, favoriting, responding for your followers and others to see, direct messages where appropriate

• Follow customers and other related orgs and biz; make lists if you have time to stay organized

• Speak the language, it’s okay to abbreviate; aim for slightly under 140 characters

Social Media: What

Tips, General

• Post consistently; share if you’ll be away

• Create backlog for slow days; watch others for ideas

• Create and utilize a social media calendar

• Develop voice, show your personality, mix in humor

• Have “crisis communications” plan

• Use help, forums, Google searches to answer ?s

Social Media: When

Experiment! Using analytics/insights and trial and error, learn your

followers and post when they’re online

E-newsletters: Why

• Same reasons as social media BUT

• No algorithm or 12-second chance! You can’t make them open, but you’re guaranteed to reach the inboxes of subscribers.

• Social connection: call attention to your social efforts; encourage engagement

E-newsletters: Where

• My Newsletter Builder (local)

• Constant Contact

• iContact

• Vertical Response

• MailChimp

• All very similar; utilize free trials and/or experiment when lists are small and free to find right fit for you

E-newsletters: What

• What you can’t say in 140 characters or one photo caption: • Stories

• News

• Lists of offerings

• Calendar; looking ahead

• Lengthy quotes or testimonials

E-newsletters: When

Think of purpose and your available time: If your subscribers want to know ahead of markets what you’ll have, go weekly. Don’t have market news or time to compose each week, think monthly.

THEN

Experiment!

Thank you! You can reach me with questions and for affordable social media and communications help at mcramerwrites@gmail.com.