The popularity of online social networking is exploding and farmers are getting in on the business opportunities it provides.
Producers are blogging, Facebooking, Tweeting and YouTubing their way to increased sales.
Tim Hoven, 39, an organic beef farmer in central Alberta, actively uses social media to connect with his customers and market his products.
“I started blogging in 2008, and through the recession, my sales didn’t decrease,” said Hoven. “I want to make a relationship with my customers, letting them know about my family and organic beef, so they think of me first.”
Hoven regularly uses all forms of social media, from YouTube to Twitter, and it has paid off.
“I use it to increase my Google ranking,” said Hoven. “If you search for organic beef, I am number one on google.ca I am on page two with the America rankings.”
Hoven appreciates that social media costs very little, but has the potential for high rewards.
“It is very cash inexpensive, it just takes time,” said Hoven, adding that he is better able to measure success than through traditional advertising.
Hoven’s social networking sites have links to his home page, www.hovenfarms.com, where people can place orders online.
He said his customers like knowing where their food comes from.
“So many people think their food just appears magically at Safeway,” said Hoven.
“The kids don’t know what a vegetable is unless its cut up in a French fry. There is a disconnect between their food and the land. Many people find that connection in the food they eat.”
Cathryn Hagel, an agricultural blogger located west of Irricana, said more and more producers are using social media as a tool and as a way to connect.
“Now that I am married and have two kids, it’s hard to meet people with the same interest,” said Hagel. “It connects people with the same background.”
Farmers also use online discussion groups, such as the Tuesday night Twitter group AgChat, to generate ideas, seek advice and learn more about farming, she said.
Hagel expects the trend to continue, especially for younger producers and those with smaller or niche operations.
“Farming has to evolve with the world,” said Hagel. “If we get left behind, we will end up not selling our products. It is time for the younger generation to step up and take the reins.”
Agricultural leaders have noticed the trend and are offering advice to producers interested in learning how to effectively use social media to promote their business.
“This modern marketing tool is all about making connections and using the power of the Internet to launch, sell, improve and profile your product or service,” said Kathy Bosse, new venture specialist with Alberta Agriculture and Rural Development (AARD), Stettler.
“Whether you are a vendor at an Alberta Approved Farmers’ Market, an ag-tourism operator, food processor, organic beef producer or greenhouse grower, the vast world of social networking can be a powerful marketing tool for your agri-business.”
The AARD suggests the following to harness the power of social networking:
• Start with one site: explore various social networking sites and choose one that will best reach target customers. Find out who is talking to whom.
• Prepare the site before promoting it: there is only one chance to make a first impression so make sure that the site is informative, timely and visually appealing.
• Invite current customers to join the site: send virtual invites to current customers and encourage them to invite their friends. The ‘domino effect’ will take care of the rest.
• Update the site regularly: give customers something new to discover such as product specials, photos, recipes and links. Keep them coming back for more.
• Use the site to test the water: post new business ideas on your discussion board and get instant feedback.
To learn more about social networking and how it can enhance agri-business, call 310-FARM (3276) and ask for a new venture specialist.
