5 Misguided Reasons Why Ag Retailers Are Not Using Social Media

Let’s be clear. There are many ag retailers making social media work for their business. Take Mid Kansas Cooperative (MKC), for example. The organization’s leaders have taken the position that if they’re not telling MKC’s story on social media, then someone else will. MKC has formed a social media committee, developed a strong presence on Facebook, Twitter, YouTube, Blogger and LinkedIn, and further enhanced its brand thanks to social media, says Director of Communications Kerry Watson.

“We just completed a Brand Valuation in which our MKC brand was valued at $23.1 million,” she says. “We believe our social media efforts have played a role in creating our brand awareness.”

But for every social media savvy retailer like MKC, there are dozens of others that haven’t embraced online communities yet. The biggest question is, why not? I have asked ag retailers this question many times over the past several years, and their responses are as widespread as Bt hybrids in the Corn Belt — all over the place. But the following five reasons are given more than others as to why retailers are not using social media (and why they should strongly reconsider):

1. No perceived ROI/Value. There are a lot of companies that are still skeptical about the return on investment (ROI) of social media. Like most ag professionals, ag retailers need to see value in something before they’ll invest in it. “If I can’t measure it, I won’t do it.” Sound familiar? This is a valid point to address, particularly if you’re unsure how social media can benefit your organization. Fortunately, there are many studies that display the value social media could bring to your marketing practices. Consider nearly 60% of marketers who have been using social media for more than three years report it has helped them improve sales, according to the Social Media Examiner. While this is just one fact supporting social media, I encourage you to do more research. You just might find that perception is not reality.

2. Uncertain of customer usage. “I’m not sure my customers are using it.” That’s a claim I’m constantly hearing from retailers. But that’s just it, they’re “not sure.” I’m here to tell you that they are using it. According to the National Sustainable Agriculture Information Service, farmers use social media “to put a face on how food is grown.” They share photos and stories about how their farms are operated, making personal connections with consumers, suppliers and their communities. Farmers are also using social media to inform people about agricultural issues that matter to them. Your customers, or potential customers, are using social media more than you think. It’s at least worth looking into to find out “for sure.”

3. Think it’s a waste of time. We live in a microwave society. If we don’t see immediate results, then we move on to something else. That’s how many ag retailers view social media. One of my favorite comments from a recent survey on social media summed it up best: “It’s a colossal waste of time and resources.” But social networking takes time to build a loyal fan base. Start small. Block out a little time every week to tweet, post updates to Facebook, blog or create YouTube videos. Conversely, when it’s time to visit growers or do custom application work, shut down these sites and concentrate on the rest of your business.

4. Not sure how to use it. Social media use is ubiquitous, yet many businesses still aren’t sure what to do with it. Some have found out the hard way that simply being present on social media isn’t enough. If you want to raise awareness for your brand on social media, it’s absolutely critical that you form a content strategy in advance. Which networking sites do we start with? Who will be the person(s) responsible for the company’s social media? How often will we use it? What do we hope to get out of it? These are all valid questions that should be answered in your social media plan. Above all else, keep it simple and chances are your strategy will be effective.

5. Concerns about negative publicity. Social media can be a double-edged sword. One of the downfalls is that companies have no control of the dialogue about their brand. “The risk of unwanted publicity is not worth the potential value,” said one retailer in a recent survey. While I empathize with this thinking, I can’t justify it. While you may choose not to use social media because of concerns about bad publicity, you can’t stop your customers, neighbors or competitors from doing so. What better way to counter bad press than through social media channels and tell your story on social media before someone else does.

Leave a Reply

Matt Hopkins Stories

Linkedin-Groups
Matt Hopkins5 Compelling Reasons To Join The PrecisionAg Professional LinkedIn Group
March 1, 2017
Many ag professionals are actively using sites such as Twitter and Facebook to promote their businesses. But perhaps no other Read More
Farmer and aptop
Matt Hopkins10 Warning Signs Your Website Is Grossly Outdated
February 8, 2017
Your Website is often a visitor’s first impression of your ag retail business. A positive first impression can set the Read More
AgriSync
Matt Hopkins17 Agriculture Apps That Will Help You Farm Smarter In 2017
December 9, 2016
Ag professionals are working smarter, not harder, than ever before. Smart farming technologies have enabled them to reduce costs, maximize Read More
Twitter
Matt Hopkins15 Twitter Accounts Every Ag Professional Must Follow
October 13, 2016
What do singer Katy Perry and the President of the United States have in common? They are two of the Read More
Trending Articles
Iowa waterways
Stewardship2,600 Iowa Farmers Commit $8.7 Million to Water Quality Practices
August 9, 2017
Iowa Secretary of Agriculture Bill Northey announced Tuesday that a record number of Iowa farmers signed up to install nutrient Read More
Greg Musson, Gar Tootelian
CropLife 100Cause of Gar Tootelian Fire Under Investigation
August 7, 2017
Over one hundred firefighters and equipment responded to a four-alarm shop fire at the Gar Tootelian, Inc. (GAR) facility in Read More
Rob Versprille
ManagementCeres Solutions, North Central Co-op Merger to Bring New Opportunities for Indiana, Michigan Farmers
August 1, 2017
More than 40,000 customers and almost 9,000 Indiana and Michigan farmers will begin doing business with the new Ceres Solutions Read More
CPS-Norwood-and-Dupont-reps
Eric SfiligojA Message to Ag Retailers: Do Tell Your Good Stories
July 26, 2017
As the daughter of a peanut farmer, Krysta Harden, Chief Sustainability Officer for DuPont Crop Protection, understands the importance ag Read More
Tim Hassinger Dow AgroSciences President and CEO
Crop InputsDow’s Tim Hassinger Named President, CEO of Lindsay Corp.
July 24, 2017
Lindsay Corp. has  announced the appointment of Timothy Hassinger as president and CEO and a member of its board of Read More
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
Latest News
RoGator RG1300B AGCO
EquipmentAGCO Opens Nominations for 12th Annual Operator of the …
August 18, 2017
AGCO Corp. has announced the opening of nominations for AGCO Application Equipment’s 12th Annual Operator of the Year. The award Read More
ManagementTravels, Mergers, and CropLife 100 Updates
August 18, 2017
Editors Paul Schrimpf and Eric Sfiligoj discuss recent trips they’ve taken, the latest news on market consolidation, and the 2017 Read More
Corn Seed
Seed/BiotechSeed Innovations Benefit All of the Seed Industry
August 17, 2017
Innovations from throughout the seed industry help address many of the economic, environmental and health issues we face as a Read More
SpreadersGVM to Introduce New Prowler at MAGIE
August 17, 2017
The newest Prowler in GVM’s line-up will be introduced next week at the Midwest Ag Industries Expo (MAGIE), August 23 Read More
AcreEdge bag
Seed/BiotechLandus Cooperative’s AcreEdge Seed Brand Gears Up for 2…
August 17, 2017
Growers in more than 26 Iowa and Minnesota counties are seeing field signs with a new brand name at end Read More
Engenia soybeans
ManagementCorn and Soybean Yield Forecasts Larger than Expected
August 17, 2017
The USDA’s August Crop Production report contained larger-than-expected forecasts for the 2017 U.S. corn and soybean crops. At 169.5 bushels Read More
ManagementU.S. Ag Secretary Introduces SCORE
August 17, 2017
U.S. Agriculture Secretary Sonny Perdue signed a new agreement to support new and beginning farmers. On August 5, Perdue joined Read More
CHS-FFA-Minnesota
CropLife 100CHS and FFA: A Homerun Partnership
August 17, 2017
CHS hosted the Minnesota FFA for its annual FFA night at CHS Field. FFA students, educators and CHS leadership enjoyed Read More
Greg Musson, Gar Tootelian
CropLife 100Gar Tootelian Foundation Donates Half Million Dollars t…
August 16, 2017
Students at Immanuel Elementary are looking forward to the first day of school for two reasons this year. One, they Read More
Water Drainage
StewardshipNew System Could Remove Two Water Pollutants from Ag Fi…
August 14, 2017
Algae blooms in the Gulf of Mexico use up the majority of the oxygen in the water, leading to massive Read More
Eric SfiligojThe Top 10 Crop Protection Companies, Post-Mega Mergers
August 14, 2017
Everyone loves a good Top 10 list. In fact, some prominent celebrities such as David Letterman spent much of their Read More
ManagementThe DuPont-Granular Deal, Dicamba Update, and Upcoming …
August 11, 2017
Matthew Grassi joins Paul Schrimpf for the second week in a row to talk about DuPont’s acquisition of Granular, as Read More
Soybeans weeds
HerbicidesOngoing Evaluation Key to Controlling Weeds, Improving …
August 10, 2017
As the sun bears down on record U.S. soybean acres this August, farmers keep their eyes on their fields to Read More
Young Corn Plants
Seed/BiotechMycogen Seeds Offers Novel Product to Battle Pythium, O…
August 10, 2017
After a season plagued by seedling diseases caused by cool, wet soils at planting, farmers have a new option to Read More
Corn Field
FertilizerProtect Applied Manure Straight From the Manure Pit to …
August 10, 2017
Farmers who use liquid manure to fertilize corn crops can now mix Instinct nitrogen stabilizer in their pit for easy Read More
Iowa waterways
Stewardship2,600 Iowa Farmers Commit $8.7 Million to Water Quality…
August 9, 2017
Iowa Secretary of Agriculture Bill Northey announced Tuesday that a record number of Iowa farmers signed up to install nutrient Read More
Natives-First-Purple_Prairie_Clover
Seed/BiotechLa Crosse Seed Continues Focus on Soil and Water Conser…
August 9, 2017
La Crosse Seed is doing its part to lead communication to ag retailers across the country on the importance of Read More
HerbicidesAg Secretary Perdue Comments on Dicamba Issue
August 9, 2017
Agriculture Secretary Sonny Perdue indicated to reporters this week that he would like to see the industry work out a Read More