PC World has an article out titled, “2009: Year of the Social Network.” In it the point is made that we saw social networks like Twitter and Facebook show that they aren’t just for techies but everyone who wants to be connected with others who share their interests. The growth in these networks has been phenomenal.

Perhaps most significant is that companies in various industries started to see how social networks can help boost business even in a recession.

That’s even true in agribusiness as we’ve seen the rise in the number of farmers and companies employing social media channels to communicate. I would describe a lot of it on the company side as experimental and in some cases perhaps just a token effort as if by having a Twitter account they “get it” and can now get back to “the way we’ve always done things.” It’s my opinion that when a company doesn’t think social media is worthwhile it’s because they don’t have a commitment to it and have internal skeptics who go out of their way to portray any effort at utilizing social media as a poor use of resources, often dredging up statistics that are in reality comparing apples to oranges.

But there are a growing number of companies (I include ad agencies here) who are finding social media mechanisms enhance their overall communication strategy. I think we’ll see a lot more do so in 2010 and by the end of next year we’ll have a lot more data to show how well these channels are working, even in agribusiness.

ZimmComm has had the honor and pleasure to consult with and help in the creation and production of social media for many agribusiness organizations. We’re ready to do so again in 2010. Keep us in mind if you need help or would like to include us on your communications team.