The 10-question game and corresponding videos encourage consumers to explore what cattle eat from birth to the feedyard. The first-of-their-kind “Cow Chow” videos were filmed almost exclusively by cattle in Kansas, South Dakota, Texas and Florida wearing specially-rigged GoPro cameras to share this important animal care story from the cows’ eye view.

“By using social media outlets such as Facebook and YouTube, we’re hoping to reach a new generation of beef consumers,” says Butler. “Cow Chow takes people to the farm via video, showing them how and where their food is raised, and the commitment cattle farmers and ranchers have to raising safe, healthy beef.”

One of the featured speakers at the event was Eve Mayer Orsburn, CEO of Social Media Delivered, one of the largest social media optimization companies in the world. Eve has developed this multi-national company in just three years, serving clients like GM and Sheraton with consulting, training and managing their social media services. Eve also hosts a weekly radio show called “Social Media for the CEO” and is author of a book by the same name.

Eve spoke to the Ag HR Roundtable about how companies can use social media in their recruiting efforts, as well as their marketing efforts. She will get more in-depth on that topic at an AgCareers.com workshop in Des Moines, October 12-13 titled “Implementing A Successful Social Media Strategy to Boost Recruitment.” The first 25 participants to register for the workshop will get a complimentary copy of her book “The Social Media Business Equation.”

Kathryn Doan coordinates social media efforts for AgCareers.com from the company’s Guelph, Ontario office. Kathryn grew up on a dairy farm and is now a turkey and cash crop farmer with her husband in Ontario. She talks about the AgCareers.com social media strategy and their goals to create conversation within the agriculture and food industries.

Listen to my conversations with Eve and Kathryn in this week’s ZimmCast: Social Media and AgCareers

2011 AgCareers Ag HR Roundtable photo album.

Thanks to our ZimmCast sponsor, GROWMARK, locally owned, globally strong, for their support.

Our dinner discussion provided an interesting insight into what people in agribusiness know, or think they know, about social media. Most of those in the room were either personally involved or professionally in their business. Some comments that caught my attention included:

A European participant said that not many farmers are involved in social media. I don’t know what the environment is across the pond but here in America I would disagree with that to a certain extent. So many farm companies and member organizations have been conducting training programs and encouraging farmers to get involved in the online discussion that I believe we have “a lot” of farmers involved in social media.

Another participant wanted to know how you “control” what people are saying about your company or products. Control is a red flag word to me. You have no control! No matter what your desire is, you can’t control what people are saying. However, Billy made a good point about how you can “manage” the conversation by being involved and engaging people even if they write something negative about you or your company. I always say that they’re going to talk about you whether you join the conversation or not.

A student participant startled everyone by telling us to “get off Facebook.” She said there’s no way you can believe anything you read on it and she didn’t like the idea that a company would check up on an applicant by looking at their Facebook page. Sorry, young lady. Facebook along with other social media channels are open to everyone and I highly encourage you to be careful about what you post anywhere. On the point of believing what you read, I agree to a certain extent. You need to be careful about what you read and that includes product reviews. One participant was sure that his competition was paying people to write negative comments about his products online. He didn’t have proof though. But I certainly believe it does happen. I’m just not sure how much.

It was a very good discussion but showed me that there is a long way to go when it comes to companies integrating social media into their marketing communications mix. One other comment that I appreciated was on the subject of ROI for social media expenses. He asked why it is that companies don’t have a clue what the return is on their advertising expenses for traditional media and yet want to know exactly how many widgets they sold by investing some dollars in social media. Good question. It’s kind of like a double standard. Several participants said that their use of social media had positive returns for their business.

Follow the action on the Alltech Innovations Blog, including photos, interviews and there will be live streaming of certain sessions.

2011 Alltech Symposium Photo Album

The cost is $30. To register, click on the following link: http://cama.org/Default.aspx?tabid=262&ModuleID=788&ItemID=63&mctl=EventDetails.

Shaun is a founding board member of the AgChat Foundation.

At the Agricultural Relations Council annual meeting in Ft. Myers last week, we had a presentation from The Center for Public Issues Education – or simply the PIE Center – which is located at the University of Florida’s Institute for Food and Agricultural Sciences (Go Gators!). The center is only a couple years old and was established with the mission “to enhance the understanding of agriculture, natural resources, and the environment by providing research-based solutions that address societal issues and raise public and policy maker awareness.” Increasingly, that has meant the use of social media, including blogs, Facebook and Twitter so they have gotten more interested in helping agricultural groups manage, monitor and measure the effectiveness of this new communications tool.

Dr. Tracy Irani (pictured) is Development Director for the PIE Center and she talked about the rapid adoption of social media and how agriculture has become part of the conversation, like it or not. She notes that social media actually has an advantage over traditional media when it comes to measurement. “We know that most of the traditional media metrics are based on the number of eyeballs or number of listeners,” she explains. “That’s where social media has an advantage because the return can be looked at on the basis of who’s in the network, who’s actively using, viewing, posting in a social media environment.” In other words, traditional media can tell you how many potential viewers or readers you might have, where social media can show how actively involved they are by retweets, comments, messages, etc.

PIE Center Media Specialist Kevin Kent got into some of the nuts and bolts of monitoring and managing social media. He gave a list of ten social media metrics to monitor, which include SM leads, engagement duration, membership increase, activity ratio, conversions, brand mentions, loyalty, virality, and blog interaction. Kevin also talked about being specific about what you want to measure, focusing more on quality than quantity and setting goals, and the use of social media Best Management Practices – like using social media with other communications tools, limiting posts to make them easier to monitor, and engaging in conversation channels.

Listen in my interview with Tracy and Kevin here: ZimmCast 294 - PIE Center

This week’s program ends with a song from Music Alley called “All You Can Tweet” by The FuMP.

Thanks to our ZimmCast sponsor, Growmark, locally owned, globally strong, for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our Subscribe page

Here’s some other summary information that I have edited and highlighted:

Millennials, those ages 18-33, remain more likely to access the internet wirelessly with a laptop or mobile phone. In addition, they still clearly surpass their elders online when it comes to:

* While the youngest generations are still significantly more likely to use social network sites, the fastest growth has come from internet users 74 and older: social network site usage for this oldest cohort has quadrupled since 2008, from 4% to 16%.

The Current State Of Podcasting from Tom Webster on Vimeo.

Social media takes up a good portion of our conversation. No surprise there. Since it is a specialty of David’s I asked him to talk about how they measure social media use in terms of results for their clients. He makes some excellent points about not only looking at numbers but creating bench marks to gauge effectiveness. JoDee adds that they also like to take that kind of information and integrate it with the overall campaign for a client that still needs to include traditional media components. David also mentions a very new program the agency has created for their clients called Firebell. It basically puts their client through a simulated real time social media crisis. Practice makes perfect, eh?

I’ve mentioned many times recently how dairy farmers seem to have really jump started social media advocacy and pointed to a Weber Shandwick client, Dairy Management, Inc and their MyDairy program. You can still listen to an interview about that from a recent World Dairy Expo that Cindy did that included Polly Ligon O’Grady, also part of the leadership team at Weber Shandwick.

This week’s program ends with some music from Music Alley. It’s called “Can I” by MSU Orchestra.

Thanks to our ZimmCast sponsors, Novus International, and Leica Geosytems for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our a Subscribe page

“In today’s 24-7 news cycle, agriculture needs to have highly trained communicators who can write, broadcast, blog, tweet and utilize other types of communication tools in a way that provides audiences with accurate and timely information,” says Agri-Pulse Editor Sara Wyant. “This program has the potential to attract top talent for teaching and research.”

To that end, Agri-Pulse has announced a $10,000 pledge to UI to enhance its joint agricultural communications program with a first-of-its kind endowed chair in agricultural communications, named after distinguished professor James F. Evans, to support teaching and research in the field. As part of this joint program between the College of Agricultural, Consumer and Environmental Sciences (ACES) and the College of Media, the university plans to have at least three teaching positions and include initiatives in environmental and consumer communications.

“Dr. Evans has been a wonderful teacher and mentor for hundreds in agricultural communications and we are extremely pleased that the chair will be named in his honor,” adds Wyant. “This donation is a way for my husband, Allan Johnson, and I to give back to those who have helped us grow and prosper as agricultural communicators and demonstrate our support for the development of bright, capable experts who can communicate about food, feed, fiber, fuel, natural resources and rural development.” Sara’s son, Jordan Lutz, is a sophomore at UI studying agricultural and biological engineering,

Others can donate to the cause or find out more here.

There is nothing wrong with outsourcing the management of your social media channels. I’m speaking directly to agribusinesses and farm groups. I’ve seen some serious growth in this practice lately. This can be a good thing. However . . .

There is a right and a wrong way to go about it. In my opinion the number one “right” way is with the T word = Transparency! Be open and honest about what you’re doing and who is doing it. Or, please don’t do it at all. I’m talking about you companies that outsource your Twitter account and Facebook page to an agency. Why won’t you let your customers or members know this? Afraid to? Why do I care? Because social media is about personal engagement and trust. If you want me to believe that you care enough to join the online conversation then please don’t pretend that what you’re “saying” is you when it’s not you. I would much rather know who I’m listening to. Take Monsanto as an example. They make good use of their Twitter bio to let you know who is tweeting. They are doing it internally but the bio could just as easily have said that the person tweeting worked for an agency. Are you aware of any ag companies who are transparent about this, especially when they outsource it? What is your opinion?

So is the reason companies aren’t open about who is doing their social media because they think it will negatively impact their credibility? If so, what do they think their credibility is like when customers find out it’s not them? And they will find out!

I believe social media is very different than traditional forms of marketing like advertising. When you see an advertisement you aren’t wondering who produced it and you’re not trying to interact with it. However, how many ads do you know where the producer/agency has been news themselves for their creativity? It’s not unheard of. Don’t consumers assume the company outsourced the creation of their advertising?

Enough for now. Coming up soon, I’ll try to move on to right and wrong ways to use your social media channels and how to pick a “social media expert.”

One of the components of their launch into the new media world is the “Social Media Cow.” The cow will have an official name sometime in the future Rebecca says. Right now it is traveling the farm show circuit, raising awareness and New Holland is encouraging kids and adults to go to their Facebook page and suggest a name. The social media cow is an inflatable that has signs pointing to New Holland’s social media channels. During the show I saw families using it as a photo opportunity.

Hear all about what New Holland is doing in the social media world in this week’s program: ZimmCast 272

Thanks to our ZimmCast sponsors, Novus International, and Leica Geosytems for their support.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our a Subscribe page

One of the questions I received most this week was how to get more traffic for your social media efforts with a blog being the specific channel pointed to. Good question and here are some of my thoughts on that:

1. Write about what you’re passionate and knowledgeable about.
2. Write regularly.
3. Write frequently. I can’t imagine having a blog you don’t post on at least 5x/wk.
4. Write as if you’re having a conversation with someone.
5. Don’t write only about yourself, company or products.
6. Point people to information on your subject they may not have known.
7. Use lots of links to more information, internal and external to your company.
8. Invite comment with questions. Solicit their opinion, questions, ideas.
9. Interact via comments or emails with your audience. Don’t ignore them.
10. Be persistent. Don’t give up. It will take time to develop an audience.
11. Use social networking to point people to your blog posts.

These are just a few ideas. There are more. I would also encourage you to create some objectives up front. How are you going to measure success? Realize that this isn’t about big numbers. This is about engaging your customers or members when and how they want. That will never include everyone. Think of social media as a big online cocktail party. Does everyone at the cocktail party get together in one group to chat? No. They are in many small groups. But those people mingle around and move from group to group. Influence your group and realize your audience will then go join another group and take what they learned from you with them.

The video says there are over 200,000,000 blogs. They’re not dead or no longer relevant. They’re more relevant than ever and I see them as the hub of your social media community. The spokes are Twitter, Facebook, Flickr, YouTube, etc.

Robert White, Director of Market Development for the Renewable Fuels Association (RFA), who tweets under the name @fuelinggood, was awarded the 24/7 Blend Award for “his leadership in industry-wide education about social media.” Robert helped RFA and other fuel advocacy groups get a $1.6 million U.S. Department of Energy grant to provide social media training for clean energy stakeholders.

Robert was also recognized by Biofuels Digest as one of the top 20 “biofuels observers who are shaping opinion via Twitter.” He came in third on the list with nearly 4500 followers. Here is the whole list, which includes a few names you might recognize:

1. Vinod Khosla – writing as vkhosla – 31454 followers – 65 tweets
2. Solazyme – writing as SOlazyme – 8968 followers – 785 tweets
3. Robert White (RFA) – writing as fuelinggood – 4490 followers – 5421 tweets
4. Green Portland Info – writing as Green Posting – 4170 followers – 972 tweets
5. Renewable Energy World – writing as REWorld – 3619 followers – 2355 tweets
6. Missy Ruff – writing as renewablefuel – 2,839 followers – 4,063 tweets
7. Chuck Zimerman & AgWired – writing as AgriBlogger – 2,135 followers – 6,847 tweets
8. Sean O’Hanlon – writing as Sean_OHanlon – 1244 followers – 1761 tweets
9. Ashley Morrison – writing as EthanolFuel from Omaha, NE – 1,034 followers
10. RFA – 1,134 followers – 1709 tweets
11. AlgaeBiofuels – 863 followers – 16,374 tweets
12. Peter Went – writing as Energy_Risk – 719 followers – 11,855 tweets
13. Todd Neeley – writing as ethreporter – 688 followers 1129 tweets
14. Domestic Fuel – writing as DomesticFuel – 500 followers – 2078 tweets
15. Bob Dinneen (RFA) writing as ethanolbob – 421 followers -571 tweets
16. ACE – writing as blend_ethanol from Sioux Falls, SD 388 followers
17. Meghan Sapp – writing as SugarcaneBlog – 379 followers – 1150 tweets
18. POET Ethanol – Writing as ethanolbyPOET – 336 followers – 487 tweets
19. Matt Hartwig (RFA) – writing as matthartwig – 246 followers – 401 tweets
20. Todd Taylor – writing as cleamtechczar – 216 followers – 624 tweets

The TATT mobile app allows you to stay on top of the latest biotech, trade and agriculture news on the go. Perfect for farmers working in the field.

First of all I highly recommend working with someone who not only says they understand social media but is actively engaged with it. Do they have a Twitter account themselves? I’ve seen some “experts” out doing presentations and consultation with inactive social networking of their own. That should be considered a reason to go with someone else (Like oh, let me see. Me!). Okay. Enough of that.

As your online social media consultant, let me point you to a new article on eMarketer about the future. The first paragraph says a lot.

In the few short years that social media has been a marketing vehicle, it has already had an enormous effect on the way companies do business. In the coming years there will be even more changes, as social media marketing extends from the marketing department to nearly every aspect of a company’s business.

That’s right. It’s not just for marketing purposes although social media is a fantastic tool to be using to connect with and engage your customers and members now. Let’s look at one example of how a company is integrating social media into their marketing campaign now. This is from a USA Today story about the Olympics and social media/advertising. They picked four companies to highlight how they’re moving to more social media.

Visa. About 40% of its Olympic marketing funds will go to digital, four times the past share, marketing chief Antonio Lucio says. It created a YouTube channel where its six Olympic spots can be seen before they air on TV. Folks can pick their favorite and enter to have their name appear in the ad.

Have you thought about how you’re going to integrate social media into your marketing campaign? Are you afraid of it? What’s your major concern? Is it the production of the content? If so, there are companies like ours you can turn to for help with everything from writing to audio and video production for the web. I dare say the costs will be significantly less than a major national advertising campaign using traditional media tools. In fact, if your company or organization doesn’t have a big budget this could be your opportunity to make a big impact without breaking the bank.

So, looking into the future I only see more and more applications and growth for social media. I think it’s all about creating information your customer wants and engaging with them where they are. That’s online and on their phone and includes farmers as well as consumers. New technology like the iPad and increased broadband capability will continue to drive a move towards communications that we’ve never seen before. Because what the technology is allowing us to do is communicate like we want to and that’s conversationally as opposed to being forced to see or listen to information on another person’s schedule. That’s why this is growing and not a fad.

I happened to be in the right place at the right time to be a guest on “The Sheep and Goat Radio Hour” live with Ray Bowman from the National Farm Machinery Show on Thursday.

Ray is executive director of the Kentucky Sheep and Goat Development Office and does this live internet show every week on America’s Web Radio, which is pretty cool. He is very into social media as a communicator and follows us on Twitter. Ray did his whole show live from the media room on two cell phones, grabbing various guests to interview and talking about the NFMS. It was a really impressive use of the latest technology and he was a pleasure to meet.

AgWired continuing coverage at the National Farm Machinery Show sponsored by:

As you can see in this image from their homepage they’ve put the spotlight on their Facebook page where you can see photos and video from their participation in AG CONNECT Expo. They’re working consistently to create online content relevant to their products and their customers.

One of the recommendations Sue makes is to not be afraid to get started with social media. She says that there are some great consultants out there who can help you too. I’ll use this opportunity to make a little plug for Todd Lohenry with e1evation, Inc. who has worked with AGCO.

Thanks to new AgWired Sponsor, Novus International, for their support of the ZimmCast.

You can listen to this week’s ZimmCast below.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our a Subscribe page.

So you’ve got your iPhone and have mastered tweeting photos right? How about streaming live audio/video from it? Now you can thanks to the new Ustream.tv app.

I’ve already tried it and it works great. It uses either your 3G signal or wifi. It also integrates with your Twitter account to notify your followers that you’re now live.

Ustream.tv is the power behind Agwired Live TV. I’m thinking we may be doing even more of this in 2010.

You’ll find lots of great examples in the video and on the blog.

Via Socialnomics

“This eye-opening research shows that veterinarians are using a number of new tools to communicate with their customers and staff. Many of them send text messages to practice or clinic staff and other veterinarians,” said Sheree Johnson, Nicholson Kovac’s senior vice president, director of media services. “We also found it interesting that text messaging may serve as a customer service tool – a growing number of veterinarians, especially those who work with large animals, are also sending texts to their customers, possibly about the status of their animals.”

For more details read:

The 83-page study also explores in detail the Internet usage of both groups of veterinarians as well as their activity level in social networking sites:

· 91 percent of small animal veterinarians check Web sites related to animal health, while 92 percent of large animal veterinarians check animal health-related Web sites.

· Both groups also have Web sites established related to their practices (70 percent of small animal veterinarians versus 43 percent of large animal veterinarians).

· 20 percent of both groups have accounts on Twitter™.

· Veterinarians are social media savvy – 85 percent have visited Facebook™, 33 percent have visited MySpaceTM.

To put context to this custom research, the Veterinarian New Media Usage Study includes insights about the new media activities of dog and cat owners compared to U.S. adults. This existing data sheds light on how dog and cat owners are utilizing the Internet, text messaging and social networking sites compared to the average U.S. population. For example, cat owners are 31 percent more likely to use social networking sites every day versus the average adult; dog owners are 15 percent more likely to use social media sites.

“Pet owners really seem to be online more often than the average U.S. adult,” said Johnson. “In an age where more and more people are developing their pets ‘personalities’ online, we felt this data sheds light on some key online behaviors within this population. It certainly shows a difference in the way dog owners versus cat owners operate.”

Findings were based on the insights of 425 small and large animal veterinarians who completed a proprietary online survey in September and October 2009. The bonus Pet Owner report, which follows the proprietary veterinarian report, reflects highlights from Nicholson Kovac resources* profiling dog and cat owners. Detailed study findings, including demographics of participants and other highlights, are now available and can be purchased for $850 by visiting Nicholson Kovac’s Web site (www.nicholsonkovac.com) or at www.vetnewmediastudy.com.

The inaugural podcast, featuring Novus executive VP for marketing and sales Dr. Giovanni Gasperoni, went on line today and is available on iTunes, Zune and www.novusint.com/podcasts to subscribe, download or stream.

Gasperoni discusses ALIMET® and Novus’s 30 year commitment to the product and 25 years of production in Texas. Upcoming topics of “What’s New with Novus” will focus on issues facing the global agriculture community today, such as the global food crisis and sustainability, and how Novus is meeting those challenges.

Read more about it here.

We have been attending the NAFB convention since 1985 and some things never change – like Ted Haller, for example. But, other things – like Ted’s hair – do change, and in recent years that has been the emphasis on usage of the Internet and social media. Teddy presented us with findings from Internet Ag Information Usage Study that surveyed farmers and ranchers about their Internet access practices and preferences for agribusiness information, including use of the mobile Web. That study will be available on the NAFB website for members to access.

Meanwhile, Dr. Emily Rhodes of THE Ohio State University (who is also a Gator), did a study of farm broadcasters and journalists about their usage of the internet and social media tools like Facebook and Twitter. She had some interesting findings and her main message to the media was that utilizing these tools helps us reach new audiences to get the positive message about agriculture to the general public.

Thanks to AgWired Sponsor, Fluidigm, for their support of the ZimmCast. Be sure to check out the combined NAMA/NAFB Flickr photo album for lots of pictures from both events last week.

You can listen to this week’s ZimmCast below.

The ZimmCast is the official weekly podcast of AgWired. Subscribe so you can listen when and where you want. Just go to our a Subscribe page.

The site was developed by AMI’s Sustainability Committee chaired by Paul Rutledge of Johnsonville Sausage, LLC, and Leigh Ann Johnston of Tyson Foods Inc. Information contained on the site is grouped in key areas that fall under the sustainability umbrella: caring for the environment, caring for livestock, benefiting communities, ensuring safe and nutritious meat and poultry and caring for our employees.

The site was launched at the close of AMI Chairman Rod Brenneman’s tenure. Brenneman, the president of Seaboard Foods, initiated an effort to enhance the Institute’s sustainability efforts through expanded education, now underway in Chicago at Worldwide Food Expo; through a benchmarking survey and through a dedicated Web site that consolidates sustainability resources for the meat industry’s unique needs.

Each section of www.SustainableMeatIndustry.org details industry guidelines and showcases examples of actual programs that have been implemented by industry members. The site also features a section about communicating about sustainability to various audiences and a resource section for small businesses that are just beginning sustainability programs. On the site’s home page, members of the industry may download a self-inventory to determine what practices they have in place in broad areas and which ones they may wish to explore further and consider implementing.

The story starts out with a description of how and why one dairy farmer (Barbara Martin) is using social media.

For Martin, using social media and blogging is a way to dispel some myths about farmers and encourage a greater understanding of the slumping dairy industry.

She’s blogged about everything from fixing the pricing structure for milk to sharing her childhood memories about growing up on a farm. Her most recent post is a video diary about her heifer Chica.

So do you think dairy farmers are ahead of the curve or what?

The bottom line is that the use of social media by farmers continues to grow and grow and grow. And I just got an email today from someone in ag communications wondering “if Twitter is a passing fad.” Hmm. How would you answer that?

New communications technologies are developing faster than at any time in history. To choose not to participate is like deciding, “I don’t want to be part of your conversation.” Not a good strategy when they are your customers or members.

The

If you work in ag media, agency, company marcomm then you should really consider being there. This is your professional improvement opportunity to be immersed in new and social media for 3 days. That’s where you’ll find ZimmComm.

If for some reason you can’t make it then I will be writing about what I see and hear on ZimmComm.biz and here too. So I can be your new media eyes and ears.

Now if you really want to create some online branding for your company while learning more about today’s communications tools and mechanisms then I will be happy to have you “sponsor” my coverage. Just let Dave Larson or me know and I’m sure we can work out a deal!

I’m also continuing to read “Six Pixels of Separation.” I hope you are too. One of the first points Mitch Joel hits on is the idea that providing free content can make you money. I think the question I get asked most often is, “How do you make money doing this?” Well, Cindy and I have built our whole business via new media using blogs, podcasts and social networking. As Mitch says, we’re all connected now. We can instantly connect with almost anyone. This has fundamentally changed the way business is conducted. For example, your brand is no longer what you say it is. It’s what Google says it is. Why? Because people are searching and finding lots of information about you and your brand. What are you doing to make sure those top results are links or information to you?

I’ll keep pointing out some interesting ideas as I come across them in this book but so far I think it’s the best one I’ve read that puts what we’re doing in language that business people can understand. If I was an agency, I’d buy this book for my client. Unless of course you’re a “traditional” marketer and still think these social media mechanisms are just wastes of time.

We are all intrinsically connected. Mitch Joel unravels the fascinating world of new media and how it is changing business as we know it. Written in business language for business people, Six Pixels of Separation is a book about why these changes happened and what you can do about them to make your business grow. If everyone around you is asking what you’re doing on Twitter, Facebook and YouTube and you’re still concerned about that newspaper ad you will be running next week, this book is the perfect business primer for you.