twitter in agriculture
DESCRIPTION
A presentation for K-State Ag Communication class on how agriculture industry is using Twitter.TRANSCRIPT
TWITTER IN AGRICULTUREK-STATE AGCOM GUEST LECTURE– SEPT 27, 2011
Science based
information from K-State Research and
Extension
Where the people are
Youtube
Blogs
FlickrSlideshar
e
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3
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Supporting Social Media Platforms
(Link, embed)
Conversation spaces
Your Twitter Goals Could Include…
•Drive people to website, blog•Build relationships•Build educational content•Be responsive/timely in meeting needs
… and more goals
•Be more relevant•Get those outside of your organization talking about you
•Multi-purposing your work•Energizing client base/community•Establish support among community
Think about
• Key customer, client, community member• Why would they care?• Do you have ways for members of your community to interact, comment
• Is your information mobile accessible?
The Twitter “What For?
• Connect with Interested People• Challenge/Ask questions• Share Interesting Information• Be Present at the Social Media Table• Serve our Clients• Track/Monitor • Share Crucial Information
Keys to Success
• Provide something they can’t get anywhere else
• Demonstrate passion for your work• Follow fundamental business acumen.• ROI? Sure…but also a ROR (return on relationships)
Who, what, where, why, how?
Why do you want to monitor Twitter?
Who do you want to monitor?
What do you want to monitor in Twitter?
How will you use the results?
Purposeexamples
Companies want to track reputation, brand, & product mentions to increase sales.
Companies want to monitor what consumers are saying about their own or their competitors' products.
Companies want to monitor what consumers are saying to improve their products and services.
Listen
Content (what's being said)
Context (where is it being said)
Sentiment
What are the gaps in the conversation?
Volume (strength of the conversation; higher in volume, greater vibe).
Determine next step
Join conversation
Become engaged
Develop relationships
Find and utilize influentials
Use what you learned to integrate into programming
Can you be helpful--just by joining the conversation
Is the community teaching you something you did not know?
Evaluation
What kind of change in content and context
What kind of change in sentiment (when referred to your materials or references)
Did you fill a gap?
Volume in change in links (visited/comments/references)
Is there evidence of learning? Changed behavior?
>>>Use relationships to assess changed behavior
Examples• AgChat…agvocacy• Farm Progress Show 2011 … event promotion• Ag Media … multipurposing content• Tweets from Farm Blogs…information sharing• Others?
CNBC report• http://www.cnbc.com/id/41950415/How_Twitter_Is_Revolutionizing_The_Agriculture_Trade?slide=1
Twibes
Ag twitter users: http://wefollow.com/twitter/agriculture
Agvocacy blogs: content for Twitterhttp://www.causematters.com/ag-resources/agvocate-blogs/midwestern-region-agvocate-blogs/
Questions? Comments?
Elaine Edwards, [email protected]
@elainecarol• Thanks to Anne Adrian and Terry Meisenbach, eXtension.
This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.