Ever feel like the social media party got started while your organization was still in the barn? In recent years, many agricultural associations have faced an aging membership base, lagging technology adoption, and negative public perceptions. Find out how a few organizations plowed through these obstacles, planted the seeds of content innovation, and reaped a harvest that turned their associations into industry thought leaders. Presented at the 2012 ASAE Meeting in Dallas in cooperation with Hugh Whaley of U.S. Farmers & Ranchers Alliance.