Most Important Word in Social Media: Why

Posted on April 29, 2013 by John

“Everyone” has a Facebook page (or Twitter account or LinkedIn page, etc.), but is it the right social media decision? That’s the question Steve Hershberger, principal and co-founder of the social media company ComBlu, posed during one of the breakout sessions at the 2013 Agri-Marketing Conference recently in Kansas City.

“One of my favorite tools in my toolbox is the word ‘Why?’” Steve told Cindy during an interview at the meeting. “When people say, ‘We have to be on Facebook,’ my question is, ‘Why?’ ‘Well, because all of our competitors are on Facebook.’ ‘Well, why do you have to?” What you have to get them to is a defendable decision that they can back up using empirical data,” such as measurement of their customer sets and what Facebook delivers. And he adds that the right social media strategy will vary from company to company. “Never let the tactics drive the outcome.”

Steve’s company, ComBlu, has been around since 2003 and views the business as less about social and more about an enterprise, leaving behind what he calls “empty calorie” marketing. He said that after asking “Why?” companies need to consider social media as a tactic and look at how to create an overall social strategy over longer periods of time. He added that for those just starting in the social media and strategy realm, they need to eliminate fear and doubts by focusing on just a few things.

“When you’re focused on doing too many things, you move into the analysis-paralysis phase, because you don’t necessarily know what you’re doing. If you hone it down to just a few key items that you’re focused on, you tend to do them better.”

Listen to Cindy’s interview with Steve here: Interview with Steve Hershberger of ComBlu

2013 Agri-Marketing Conference Photo Album

Twitter Doesn’t Always Reflect Views of General Public

Posted on March 7, 2013 by Chuck

I love Twitter but have wondered for some time how the “voice” you hear compares to the general public, most of whom are not using Twitter. I am no fan of The Pew Research Center but they just came out with some interesting results from a project on just this subject.

The reaction on Twitter to major political events and policy decisions often differs a great deal from public opinion as measured by surveys. This is the conclusion of a year-long Pew Research Center study that compared the results of national polls to the tone of tweets in response to eight major news events, including the outcome of the presidential election, the first presidential debate and major speeches by Barack Obama.

At times the Twitter conversation is more liberal than survey responses, while at other times it is more conservative. Often it is the overall negativity that stands out. Much of the difference may have to do with both the narrow sliver of the public represented on Twitter as well as who among that slice chose to take part in any one conversation.

It’s also interesting to keep in mind that only 13% of adults say they use Twitter. And you might be interested to know who is using Twitter.

Twitter users are not representative of the public. Most notably, Twitter users are considerably younger than the general public and more likely to be Democrats or lean toward the Democratic Party. In the 2012 news consumption survey, half (50%) of adults who said they posted news on Twitter were younger than 30, compared with 23% of all adults. And 57% of those who posted news on Twitter were either Democrats or leaned Democratic, compared with 46% of the general public. (Another recent Pew Research Center survey provides even more detail on who uses Twitter and other social media.)

I believe that Twitter should still be considered a useful agvocating tool. In fact, when you look at who uses Twitter I think this study shows that it is a very good audience to reach out to and engage with. Keep in mind how often the mainstream media is publishing tweets in their newscasts and stories. What do you think?

Commodity Classic Launches App

Posted on February 15, 2013 by Jamie

The 18th Annual Commodity Classic has launched their first-ever mobile app for this year’s event in Kissimmee, Fl. The app will allow attendees to access information, receive messages and engage in social media from their smart phones and tablets. You can even make your own schedules, take notes, lookup session and event times and navigate with maps.

Visit www.commondityclassic.com/app to download it now or check out the App Store on your mobile device and search Commodity Classic. I just did and can’t wait to attend my first ever Commodity Classic. And the best part about it is it’s free!

In less than two weeks, soybean, corn, wheat and sorghum growers will be traveling to the far Southeast from across the county to take in the sights of Kissimmee, Fl. Producers will be educated about important agricultural issues, enlightened by new product rollouts and entertained by all the events coordinators have planned.

“The innovation you’ll witness and information you’ll gather at Commodity Classic will absolutely change the way you farm,” said Commodity Classic co-Chair Bob Worth. “Agriculture faces new challenges every year, and Commodity Classic’s educational sessions and opportunities to speak with other growers and industry leaders will arm attendees with the tools they need to overcome these challenges and increase the profitability of their farming operation.”

The 2013 Commodity Classic takes place February 28-March 2 at the Gaylord Palms Resort & Convention Center and the Orlando World Center Marriott in Kissimmee, Fla., and is presented annually by the National Corn Growers Association, American Soybean Association, National Association of Wheat Growers and National Sorghum Producers.

Learn, Laugh, & Lead at 2013 CCA Bootcamp

Posted on January 10, 2013 by Jamie

The Cooperative Communications Association’s 2013 Professional Development workshop will be here before you know it. Register by January 11 to attend the CCA Bootcamp held January 29th & 30th in Bloomington, IL.

Be sure to pack your tools of the trade including camera and/or video camera to fine tune skills in web design, photography, videography & social media. The world of agriculture communications is an ever changing industry. Here is what you can look forward to absorbing during the two-day bootcamp.

“Guerilla Strategies for Good Web Design”
Presented by Business Builders:

We all want our websites to look good and function well, but how do you know what “good” really is? No matter what software or platform you use to create your sites, there are some elements that all good websites have in common. This session will give you the what, why and how to get in and get out with a stellar site.

“Surveying Your Battle Map”
Presented by Jim Polus, Illinois Farm Bureau Videographer:

If a picture paints a thousand words, how much more of the story can video tell? The popularity of short videos has surged in recent years and has many applications for communicators today. Jim will talk about equipment, storyboarding, software and tips for creating amazing videos on any budget.

“Using All the Weapons in Your Arsenal”
Presented by Barb Adelman, Elan Studios Photography:

Show of hands – how many of us ever take our cameras off the “auto” setting? Today’s digital cameras at any level can take great pictures – if you just know what settings to use and when. This session will help you understand the basics of photography and how to use those “other” options on your camera to take better pictures.

“I Don’t Know But I’ve Been Told”
Presented by Tricia Braid, Illinois Corn Growers Association:

Social media is here to stay and new sites keep appearing almost daily. How do you decide which ones are right for your organization? It’s a decision that must be made with many factors in mind, including how the platform fits with your existing PR strategy and company goals and culture. Tricia will share some of her experiences with the Corn Growers and the Illinois Farm Families initiative as examples of successful social media campaigns.

Social Media/Mobile Tech Webinars for Farm Biz

Posted on December 11, 2012 by Chuck

University of Nebraska Extension is partnering with Ohio State Extension and Penn State Extension to offer a Social Media & Mobile Technology for Ag Businesses webinar series. The series is designed to help small business owners understand how to integrate social media and mobile applications into the company’s marketing plan. Seems like a good idea to me! As more and more farm owners are finding out, social media allows you to connect directly with customers and that means relationship development that will pay off in the future.

Social media tools (Facebook, Twitter, Linkedin, Pinterest, etc.), offer easy methods to communicating, connecting, and engaging with customers and the public. Mobile tools, operated from a smart phone or tablet (such as an iPad), offer many other options to both businesses and customers in finding and connecting with businesses, increasing ease of transactions, and other benefits.

Webinar participants will gain a better understanding of social media and mobile tools, and more importantly, learn how the tools can improve their marketing effectiveness and customer service. Topics in the series include Mobile Usage & Payment Technology, Introduction to Linkedin & Pinterest, Mobile and Location-based Marketing, Social Media Analysis Tools for Facebook, Twitter, & Pinterest, Top 10 Trends & Cool Tools in Social Media, Keeping Up with the ‘Technology,’ Using Content for More Than One Social Media Tool, and Getting the Most from Facebook.

The Social Media & Mobile Technology for Ag Businesses webinar series begins on January 17, 2013, taking place weekly until March 7, 2013. Webinars are one hour in length and begin at 2:00 PM Eastern. Pricing for the webinar series is $10 per webinar or $50 for all eight. This fee provides access to chosen webinars and recordings of the webinar(s) that participants can view again after the initial webinar.

To register for the webinar series, please visit http://agsci.psu.edu/social-media-mobile-tech