Checkoff’s Social Media Aims To Engage Producers
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The country is all ‘a-twitter’, spending hours on Facebook, and watching Susan Boyle sing. But amidst the social media buzz, is there a place for beef and dairy producers to find industry information? The checkoff thinks so.
That’s why the checkoff’s producer communications team recently embarked in the social media realm with three new channels, handles or pages, whichever you prefer:
www.facebook.com/MyBeefCheckoff
www.twitter.com/MyBeefCheckoff
www.youtube.com/MyBeefCheckoff
Studies show that Internet usage among farmers and ranchers is increasing; cell phones are no longer just used to call home before supper; and, producers are staying connected to industry information via social networking sites. This provided an excellent opportunity for the checkoff to deliver important messages about how producer dollars are being invested.
“Farmers and ranchers seek out information from varied avenues to help them understand the industry in which they work and thrive, and one thing our studies have shown is that peer-to-peer information is among the most valuable,” says Richard Nielson, cow-calf producer and backgrounder from Ephraim, Utah and chair of the Joint Producer Communications Committee. “These social networking sites enable producers to engage with each other, and since our producer Web site is receiving increased traffic each month, we know producers are still online. What better way to stay connected and open the lines of producer-to-producer communication about the checkoff than to join the social network.”
As one may suspect, the under 39 age category seems to be the early adopters for online information as it relates to farming and ranching with nearly 35 percent engaging in Internet usage to join or participate in discussions. And, a total of 61 percent (all age categories) are using the Internet to read ag news. (Source: 2009 Successful Farming Market Research Panel)
The checkoff also continues to communicate with producers via the MyBeefCheckoffMeeting.com blog and state newsfeed (RSS feed).
“The Aspen producer attitude survey shows that knowledge of the checkoff affects approval ratings toward it,” says Nielson. “We want producers to understand where their $1 is going, to trust that the program is being managed well, and that it’s contributing to their bottom line. The only way to accomplish all of that is to inform and engage. Time to get online.”
To follow MyBeefCheckoff on the latest social media sites, visit MyBeefCheckoff.com and click on the homepage icons.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
SOCIAL MEDIA