Last week, we started discussing why social media should not be ignored if you have a service or product to sell. To continue. Advertising requires a return on investment (ROI), and for many companies who are sceptical of social media, there is no perceived ROI. Like many farmers and professionals in the agriculture sector, they prefer to see a value before investing. It’s a case of ‘If I can’t measure it, I won’t do it’.
“This is a valid point, particularly if you’re unsure how social media can benefit your organisation,” says Croplife’s Matt Hopkins. Fortunately, every social media platform has tools for measuring ROI and many case studies for you to read. With just a small amount of research, you will find that it is relatively simple to track and manage your ROI. (Alternatively, go to www.bit.ly/measureroi to see how ROI can be measured on social media platforms.)
Making a personal connection
“But are my specific customers using social media?” This is another question asked by those wary of social media. “Farmers use social media to put a face on how food is grown. They share photos and stories about how their farms are operated, making a personal connection with consumers,” says the National Sustainable Agriculture Information Service in the USA (see www.attra.ncat.org). “Farmers can use social media to inform people about agricultural issues that matter to them, using Facebook and Twitter for activism or to support local and sustainable food movements.”
Popular here and abroad
Social media are also used to share ideas about crops, pest control, marketing strategies and many other subjects. The proof is in the pudding with Facebook pages such as ‘Boere koop en verkoop’ (more than 8 000 members currently) and ‘Boere produkte’ (more than 7 700 members). There are also Facebook pages such as ‘Farming banter’ which posts humorous photos. So, do you need social media? The answer is staring you in the face. Farmers and agribusinesses are already using social media in a big way.
