This document discusses the use of social media in agriculture. It begins by providing statistics on social media usage and defining hashtags. It then discusses building an authentic social media brand and engaging respectfully on social platforms. The bulk of the document focuses on the #RealPigFarming campaign by the National Pork Board to share photos and stories from pig farmers to educate the public. It provides results of the campaign and encourages farmers of all sizes to engage positively on social media.

1. What The Hashtag?
Claire Masker, National Pork Board
Thomas Titus, Illinois Pig Farmer

2. Those Early Years…

3. The Social Media Revolution

4. Who Uses Social?
By 2016, an estimated 2.16 billion people will use a social
network at least once a month.*
The current world population is 7.16 billion people.

5. The Average Social Media User
Uses 2-3
Social
Networks a
day
Checks
their phone
150
times a day
Spends 3+
hours/day
on social
22
text
messages a
day Views 6
news
alerts
Has phone
within 5 ft.
of them
Listen to
music on
phone

6. What is a #Hashtag?
• Type of keyword tag used on
Facebook, Twitter, Instagram,
Google+
• Must be one word or words
linked together without spaces
• Always preceded with “#” sign
• Links together posts under
common theme (e.g. #AgChat)

7. Jimmy Fallon Explains…

8. Social Media Basics

9. What’s Your Brand?
• What three
adjectives describe
you?
• What are your
values and
interests?
• Be authentic
• Google yourself

10. Example Of Social Media Brands

11. Posting On Social
• Posting does not have
to be rapid-fire
• Also does not need to
be solely about your
job and the industry
• Interact with your
friends and family

12. Posting On Social
DO’s
• Post pictures
• Interact with family,
friends and followers
• Keep an even-keel in
all interactions
• Proofread posts and
images
DON’Ts
• Confront obnoxious
detractors
• Post images that could
confuse non-farmers

13. Transparency // Authenticity // Compassion
Social Media Users Expect…

14. Communications That Works

15. Interacting On Social

16. Content Consideration
The general public
does not have the
same baseline
understanding of
animal or farm life
as farmers.

17. Black And Gus

18. How To Join The Conversation
• Loosen up
• Don’t push
• Stay above the fray
• Own up
• Be authentic
• Be responsive
• Show you care

19. When To Join The Conversation
• Consider the tone:
– Is it constructive?
– Is it combative or
generally obscene?
• Does information
need to be
corrected?

20. When The Conversation Gets Negative
• Show appreciation
for the feedback
• Ask how you can
help
• Take the
conversation private

21. What Would You Do?

22. What Would You Do?

23. #RealPigFarming

24. Introducing #RealPigFarming

25. Strategy of #RealPigFarming
• Create a common language/talking
points that can be shared by all in the
pork industry.
• Productive dialogue with consumers.
• Straight from the producer’s mouth.
• Show what happens on a pig farm
through photos.

26. #RealPigFarming Posts

27. #RealPigFarming Results*
Reached more than
19.2 million people.
59.8 million impressions, or
number of views on posts.
More than 4,500 likes on
Facebook mainly with
organic reach.
1,000+ Instagram photos
after being launched in
January 2015.
*Results from July 2014 – May 2015

28. #RealPigFarming Results
• Successful because of
investment in:
– Training on crisis response.
– Consistent messaging.
– Clear visual identity.
– Support for producers & social
channels.
• Result is engagement,
education and producer pride.

29. #RealPigFarming Posts – Farmer Style

30. Keeping It Positive

31. #PetuniaThePig

32. More Than Just #RealPigFarming

33. Farm Size Doesn’t Matter

34. If They’re An Egg, I don’t Respond

35. Basically…Don’t Feed The Trolls

36. Juggling It All