Medium-impact Public relations
Join the online dairy discussion
In a world of instant, electronic information, dairy producers are learning to take part in the conversation through the full range of social media. Consider these facts:
•Nearly 500 million people currently use social media and that number is expected to reach one billion by 2012.
•Nearly six in 10 Americans younger than 30 say they get most of their national and international news online.
Social media sites like Facebook, YouTube and blogs have millions of followers. Dairy Management Inc. (DMI) is helping producers connect with the public on these sites through myDairy, a new social media program for dairy advocates.
“The goal of the myDairy program is to develop a network of social media-savvy advocates who use peer-to-peer communications to tell the dairy industry’s story, reinforce and build its positive image, and counter inaccurate or uninformed online commentary about dairy farming practices,” says Jolene Griffin, DMI’s manager of industry communications.
MyDairy consists of an online toolkit of resources for dairy producers, including tips on how to use social media to share positive dairy experiences online, how to set up and maintain social media accounts, tools to respond to online discussions and a collection of consumer-tested messages to use in chats or blogs.
Earlier this year, DMI identified more than 420 dairy farmers and industry representatives to start its advocate network. It held a webinar for advocates to introduce them to the resources on the myDairy toolkit. Next, DMI will present a seminar at World Dairy Expo in Madison, Wisconsin, on using social media. The Sept. 29 event is open to all attending the expo.
Several producers also have built an online presence through their own blogs. For instance, Will Gilmer, author of “The Dairyman’s Blog,” provides regular updates on what’s happening on the farm.
“It’s important for producers to share our own unique perspective and experiences with modern dairy farming, and present a unified voice with the public,” says Gilmer, a 30-year-old third generation Alabama farmer.
MyDairy also is designed to help the non-farming public understand the issues facing dairymen today.
“The U.S. dairy industry has a great story to tell,” says David Pelzer, senior vice president of industry image and relations at DMI. “Social media gives us the means to tell it in a unique and engaging way to millions of consumers.” PD
Steps to create a successful dairy blog:
• Use a free service such as Blogger (www.blogger.com) or WordPress (www.wordpress.com) to get your blog up-and-running quickly.
• Select a theme. The most successful blogs are those that address a central theme or topic – for example, a chronicle of daily life on your family’s farm or a journal about showing dairy cattle.
• Write your profile. Blog writers typically post a profile of themselves that tells who they are and why they have chosen to blog on a particular topic. Provide details on your dairy background, your reasons for starting a blog and what you hope readers will learn from you.
• Post frequently and regularly. You don’t have to update your blog daily, but try to post something on a regular basis. The more frequently you post, the more likely you are to engage a group of readers.
• Build readership through referrals. One way that blogs gain readers is through other blogs. Encourage fellow dairy bloggers to post a link to your blog on their site and vice versa.
• Include tags. Most blogging services have built-in tagging (called “labels” on Blogger and “categories” on WordPress). Relevant tags could include “dairy,” “cows” and “milk.”
Ways to advocate for dairy online:
Facebook: establish a circle of friends connect with others about dairy
LinkedIn: network with other dairy professionals
Twitter: share updates from the farm through mini-blog posts known as “tweets”
Blogs: maintain an online journal of your dairy experiences
YouTube: post and share positive dairy videos of life on the farm
How can I get involved?
• To join the myDairy Moovement, contact mydairy@rosedmi.com
• Subscribe to and leave positive comments on the Dairy Farming Today YouTube channel www.youtube.com/user/dairyfarmingtoday
• Become a fan of the Dairy Farming Today Facebook page: www.facebook.com/dairyfarmingtoday
• Visit www.dairyfarmingtoday.org for positive dairy messages or link from your blog.
Related resources
Orange Patch Dairy: orangepatchdairy.blogspot.com/
Dairy Discovery at SwissLane Farms: dairydiscoveryatswisslanefarms.blogspot.com/
Melissa Hart the Knolltop Farm Wife: knolltopfarmwife.blogspot.com/
The Dairyman’s Blog: www.gilmerdairy.blogspot.com
Test your answer
How should I respond if I see negative or inaccurate information posted on a social media site?
ANSWER: First, gather the facts. Refer to Dairy Farming Today to make sure you’re sharing information in a consumer-friendly way that’s consistent with industry-wide messages. Then, keep your response respectful, constructive and polite. Provide links and evidence to support your position. If you need help drafting an answer, please contact myDairy@rosedmi.com
The following update is provided by Dairy Management Inc. DMI, which manages the national dairy checkoff program, is a producer-funded, nonprofit domestic and international planning and management organization responsible for increasing sales of and demand for U.S.-produced dairy products and ingredients.
High-impact
These issues directly impact individual producers and their management options.
Medium-impact
The direct impact on individual producers and their management options will be moderate. However, the issue could directly affect producers and dairies as a whole.
Low-impact
The direct management impact on producers is minimal, though these issues do directly affect perceptions about dairy products.
