Making Social Media Work for You “Find your niche and be real.”

Adam Hopson (Happy Hens and Highlands Farm)Maggie Cramer (communications manager and consultant)

Business of Farming Conference - 2016

DON’T view social media as…

• about the numbers (likes, follows, etc.)• artificial or forced• complicated, requiring expertise• as an exact science or formula• static, one-direction • the driver of what you do• just promotional (Rule of Thirds)

DO view social media as… (the WHY)

• a two-way street • an exchange of ideas, tips, stories, etc.• an opportunity for you to meet, connect with, be inspired

by other farmers, foodies, and fans• an extension of your existing community – on and offline• a way to grow and improve your business that you can

enjoy• a way to stand out in a crowded social sea• a place for trial and error; you win some you lose some

The HOW…First, find your niche. Set your social media mission.

• What is your farm’s or food business’s story? What makes you unique? In addition to promoting your offerings, what value can you offer via social media; what can you share that will resonate with folks?

• For example, can you educate, motivate, etc. Adam’s social media mission: “Brighten people’s day.”

The HOW…

Storytelling.• Establish your rules for sharing while being

honest and approachable. Share the highs and – if you’re comfortable – some of the lows: the true experience of farming and running your business. Translate your everyday life to online.

• The moments that excite you, confuse you, motivate you, etc.

The HOW…Have a conversation. Engage.(online & off)

• Ask ?s about what your community wants, likes, etc. (products, things to do if they visit the farm).

• Seek input/feedback on farm/business decisions (name of new animal, hours for new farm store).

• Use tools: polls, fill in blank, caption a photo, etc.• Don’t forget interaction away from computer!

Engage with customers at events, at market, etc.

The HOW…Go visual: photo + video.• It’s no secret that visual content performs

better than other content on social networks. Capture anything and everything:• from your table at market • to animals on the farm• to the sunrise/sunset every morning on the farm• have fun with sites and apps that let you edit and

get creative, no Photoshop needed

The HOW…Remember your manners.

• Find an online voice/tone that’s true to you, friendly, and approachable.

• Handle negativity without negativity.

The HOW…Have reasonable expectations.

• Show less-than-perfect aspects if you’re comfortable.

• Show that you and your “brand” – your farm, your food, your business – are relatable and real.

• Remember that social media “works” for you when your online world benefits your real world: each needs to be able to translate to the other.

The HOW…Other content tips:• Recipes• Re-post from fellow farmers, ag organizations,

ag media to show genuine support; share your insight.

• Embrace/use popular approaches when authentic to you: connect to holidays and theme days with meaningful stories/photos; share inspirational quotes + why they inspire you.

The HOW…It’s okay to put on the marketing hat:• Embrace what the platforms offer: create

events, photo galleries, groups, change your cover photo and profile photo, etc. BUT with reason and meaning.

• Use hashtags to increase visibility, like #avlag #avleat #farmersmarkets (Facebook optional).

• Participate in planned conversations and events.

• Use all methods: share, simple RT, RT with comment, favoriting, responding for your followers and others to see, direct messages where appropriate.

The HOW…It’s okay to put on the marketing hat:• Follow customers and other related orgs

and biz; make lists if you have time to stay organized.

• Post consistently; share if you’ll be away.• Use help, forums, Google searches to

answer.• Experiment and use analytics/insights +

trial and error to learn your followers’ habits and post when they’re online.

• Use post boost and ads when appropriate.

The WHERE & WHEN…A few, focused platforms.• Blasting static, inauthentic content across channels

just to cover them won’t make social work for you.• Focus where your audience is, with the platforms

you’re comfortable with and enjoy using.

When works for YOU.• Trial and error.• Use tools and analytics; ask.

Quick TipsYou want it to work AND be easy:

•If you’re pressed for time, turn to a good communicator(s) on your team; you can establish a singular voice or use multiple voices.

•Embrace SM scheduling tools: use a dashboard service like Hootsuite, TweetDeck, Buffer, etc.

•Create backlog of content for when creativity isn’t striking.

•Create and utilize a social media calendar.

Adam’s RulesFind your niche and be real!

•Use popular hashtags.

•Follow similar pages.

•LIKE random photos.

•Quality is better than quantity.

•Feature contests and calls to action.

•Promote your Instagram on other social media accounts.

E-newsletters: Why

• Same reasons as social media

BUT• No algorithm or 12-second chance! You

can’t make them open, but you’re guaranteed to reach the inboxes of subscribers.

• Social connection: call attention to your social efforts; encourage engagement

E-newsletters: Where

• My Newsletter Builder (local)• Constant Contact• iContact• Vertical Response• MailChimp• All very similar; utilize free trials and/or

experiment when lists are small and free to find right fit for you.

E-newsletters: What

• What you can’t say in 140 characters or one photo caption:• Stories• News• Lists of offerings• Calendar; looking ahead• Lengthy quotes or testimonials

E-newsletters: When

Think of purpose and your available time: If your subscribers want to know ahead of markets what you’ll have, go weekly. Don’t have market news or time to compose each week, think monthly.

THENExperiment!

Great Social ExamplesCheck out:

• instagram.com/ratiaranch• instagram.com/livingitrural• instagram.com/

mrwranglerstar• Brother Wolf all accounts!• barnraiser.us

Thanks!

Adam & Emily: happyhensandhighlands@gmail.com

Maggie: mcramerwrites@gmail.com