At a Women in Agriculture Conference, OSU’s Audrey King shared valuable insights on how agricultural professionals can effectively navigate the complexities of social media. In a discussion with Farm Director KC Sheperd, King emphasized that the key to social media success starts with finding your brand. This isn’t just about a logo; it’s about establishing a consistent “vibe” and voice so that your audience knows exactly what to expect from you every time they interact with your content. She advised producers to sit down and list adjectives that describe who they are or how they want their operation to be perceived, such as “enthusiastic” or “trustworthy.” These guiding words can then be used to create all their online messaging.
For producers looking to sell products directly to consumers—whether through a “you-pick” farm, a farm-to-table business, or selling beef—King’s top tip was to prioritize the audience. Deciding where, when, and how often to post should be based entirely on where your target audience spends their time and when they are most likely to be online. For example, a producer targeting working parents might find success posting on Facebook during school drop-off or pick-up times, or after children have gone to bed. By focusing on the audience’s digital habits, producers can ensure their content reaches the right people at the right time.
When it comes to handling online conversations, especially with misinformation, King encouraged a more intentional and less combative approach. She reminded the audience that there are real people on both sides of a screen and that the goal should be to engage rather than just educate. Acknowledging a person’s concern and then sharing your own operation’s experience and facts is more productive than simply “spewing facts” or posting links. This approach fosters a more authentic connection with the audience. King also addressed the role of AI, noting that in an increasingly automated world, authentic, human-centric content will become even more valuable. She concluded by reassuring everyone that it’s never too late to start on social media, encouraging producers to begin on a platform they feel most comfortable with.
