While the number of farmers using social media has been steadily increasing over the last few years, I think last year was when their collective voice started to have an impact.
Many farmers tell me that Twitter, in particular;
- Enables them to communicate with farmers in other parts of the country (through hashtags they’ve created like #harvest13),
- Provides a tool to participate in conversations in urban areas (via hashtags like #qanda and #Ashes),
- Keeps them up to date with relevant news affecting their industry and region, and
- Allows them to share their stories (and amazing sunsets!) with people living elsewhere.
And in 2013, I noticed not only a larger number of farmers on Twitter, but their voice on a range of issues was amplified by clever targeting of their audience.
My favourite tweets were from farmers who engaged consumers in simple, honest and demonstrative ways about how agriculture relates to our daily lives.
This is not a criticism of farmers who don’t wish to communicate with consumers.
I know many prefer to use the medium to communicate with other farmers, or (like me) use it to create a record of their year for reflection at a later date.
But I think those farmers who directly engage with (urban) consumers are quietly creating the next wave of positive attitudes to food and fibre production.
As an example, check out these (anonymous) tweets:
There is absolutely nothing “wrong” with these tweets. They tell a story to a specific audience.
Now, take a look at the following tweets and see if you can spot the difference:
Here's what I think these farmers are doing well:
- They link what they do on farm with the items or activities (urban) consumers will recognise
- They keep the descriptions simple and accessible to a non-farming or non-science audience (without being condescending)
- They also tweet for a more technically-aware audience as well, creating multiple "entry points" for gaining information
- They show things on-farm urban consumers may never see
- They explain how their products get from farm to consumer
- They are letting their personalities shine through, creating opportunities for real connections with their followers
So thank you to the many farmers who actively engaged with consumers in 2013! Here's hoping they continue to share their farm stories with us this year.
Which other farmers use Twitter to promote agriculture in a way that would appeal to an urban audience? I’d love some recommendations to follow!
