This document provides information on using social media, specifically Facebook and Twitter, for business and agriculture. It discusses what social media is, how corporate communication is changing, and the importance of social media for telling the story of agriculture to consumers and influencing public opinion. The document then gives step-by-step instructions on setting up business pages on Facebook and Twitter, including adding descriptions, content, and followers. It emphasizes using social media to interact with customers, provide feedback opportunities, and share educational content through consistent posting.

1. SOCIAL MEDIA
for business and agriculture

2. WHAT DO YOU GET?
- What is social media
- Social media for business and agriculture
- Content Marketing ‘the principle’
- Facebook and Twitter

3. WHAT IS SOCIAL MEDIA?
“Internet-based applications that allow the
creation and exchange of user-generated
content. It is the blending of technology and
social interaction that creates value in these
types of media” - PRIA
What social media applications do you use?

4. CORPORATE COMMUNICATION IS
DYING!
“My job is to
make the
important
interesting”
Corporate Creative
Top down Interactive and
participatory
Stiff and formal Conversational
Policies and programs People
Old vehicles New vehicles
Safe content Risky Content

5. SOCIAL MEDIA
• Must take centre stage in marketing strategies
• From a luxury platform to a must have
• Sufficient time and resources must be allocated
• Integrating into project level communications
• Accounts must be run well. No point in having a
poorly run account as it reflects poorly on the
organisation.
FACT: On average social media marketing
budgets will double over the next 5 years.

6. POWER IS THROUGH MESSAGING
• More and more people are sharing stories and
tales about there days
• News stories being shared at rate that would
have been unheard of a decade ago
• With the push of a few buttons
(I can upload a video interview I’ve done with a farmer, talking about his
love of the lifestyle and land. A farmer who is potentially providing the lamb
that is on that person’s plate tonight. With in minutes people from all over
the world can see their story)

7. BE AT THE TABLE…
Food is an extremely hot issue – and it’s
time for agriculture and science
professionals to leverage that through social
media leadership to influence public opinion

8. SOCIAL MEDIA FOR AGRICULTURE
• Social media is the most important tool we have today to
tell our story to:
– consumers
– animal activists
– Those who want to know more about where their food comes from
• If you’re not at the table you can’t be part of the
conversation
• Build relationships and to interact with people who might
never have otherwise connected with agriculture.
“People are craving more stories on their news
feeds, so give it to them!”

9. WHAT THIS MEANS FOR AGRICULTURE
• 54% of marketers gained new customers
through Facebook this year alone. Businesses
should be looking to join this trend.
• Interact with existing and potential customers
• Provide platform for feedback and new ideas

10. NOT CONVINCED ABOUT
SOCIAL MEDIA YET?

11. CONTENT MARKETING
• What is Content Marketing?
• Has been around for ever!
• Communicating with our audience without selling
• Educating: delivering information that makes your buyer more
intelligent.
• Must be of value to the audience to make them want to then ACT
(share, join, contribute, donate).
• Develop a Content Marketing Strategies
• Deliver consistent, ongoing valuable information to people
• Ultimately they will reward us with their support, business and
loyalty
“Content isn’t just
King…it’s everything.”

12. FACEBOOK
• 50% of Australians has a Facebook account
• +10 Million active users
• 50% of 18-25 year olds check Facebook when they WAKE UP!
• Largest age group is 25-34 year olds
• 7 million Australians have Facebook on there mobile devices
• 56% of people recommend a brand after becoming a fan on
Facebook

13. LET’S GET STARTED
1. The Beginning
Go to www.facebook.com.au and click
on ‘Create a Page’ on the footer of the
page.
*Note to begin this process you need to create
your own profile.

14. LET’S GET STARTED
2. Deciding your Page Type
Choose the type of page your require, depending on your
purpose. Eg. Local business, brand or product.

15. LET’S GET STARTED
3. Adding Information
After selecting the most relevant
option, enter your business details.
Read and agree to Facebook’s Terms
and Conditions, and click the ‘Get
Started’ button.

16. LET’S GET STARTED
4. Adding a Description
You are then able to fill in a
description of what is being
promoted, enter any relevant
websites, other social media
links and upload a profile
picture.

17. LET’S GET STARTED
5. Advertising your Page
If you would like to advertise
your page to attract new users,
you can enable advertisements
by adding a funding source.

18. LET’S GET STARTED
5. Adding Content
You are then able to write
updates, upload photo’s or
videos, link to websites, create
an offer or an event.

19. NACC’s FACEBOOK

20. TWITTER
• 2.5 million Australian Twitterers
• The average user has tweeted 307 times
• 1/5 of Smartphone users are twitter users
• 24% are 25-34 years, 23% are 35-44 years,
23% are 35-44 years

21. LET’S GET STARTED
1. The Beginning
Visit twitter.com and click on the ‘Sign up’
button. Specify your name, e-mail
address, password and choose a
username. Twitter will then send an e-mail
to your e-mail address. This e-mail will
include a link that verifies your account.
Click on this link to activate the account.

22. LET’S GET STARTED
2. Add Profile Details
Click on the settings icon in the top-right hand corner of
the Twitter home page and a drop-down menu should
appear. Click on ‘Settings’ and, amongst other things,
you can customise the way tweets appear to you and
change your username.
To add important personal information, click on the
word ‘Profile’, which is located above all other options.
Firstly, upload an image that is clear and
distinguishable. Secondly, add your location and a 160-
character biography or statement.

23. LET’S GET STARTED
3. Choose a Design
In Settings, click the ‘Design’ tab. You
can either choose one of the 19
designs offered by twitter, or you can
upload your own background image.
Make sure your design is consistent
with your brand.

24. LET’S GET STARTED
4. Make your first connections
Find some Twitter accounts that
represent your business and follow
them using the interface on the right
side of your home page.
In order to attract a following, promote
your account to your customers
directly via all forms of digital and
offline printed material.

25. LET’S GET STARTED
5. Send Your First Tweet
Click the ‘Compose new Tweet’ button
and type a message in the blank field.
Select enter or the ‘Tweet’ button to
publish the tweet.
Each tweet can only be 140
characters long (including hashtags
and punctuation), so be succinct.

26. HOW TO GET MORE FOLLOWERS
• Post frequently
• Tweet positive things that contain quality information
• Use hashtags to be exposed to a larger number of possible
followers (#keywords)
• Look for trending hashtags to join in conversations
• The more your follow the more that will follow you
• Have a complete profile
• Tweet things that are worth reading (e.g. funny, unique,
informational or current)

27. NACC’s TWITTER

28. THANK YOU
for your time