National Pork Board (author) and Lessing-Flynn (author)
Format:
Online document
Publication Date:
2015
Published:
United States: Public Relations Society of America
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10300
Notes:
3 pages., Via Silver Anvil Awards., Consumers have questions about how pigs are raised, and no one knows the answers better than pork producers themselves. Activist groups against pig farming have become increasingly active on social media, where the voices of pork producers were relatively silent. As the connection between pork producers and the food industry, the National Pork Board recognized the potential damage this could cause to the pork industry’s reputation. The #RealPigFarming campaign was born out of a need to engage producers in sharing stories from their farms, and contributing to online conversation about pork production. The results surpassed original goals by 2,730 percent.
18 pages, Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing the level of engagement and the differences in engagement observed between perceived gender, race, and age of university scientists. Over seven months, researchers wrote press releases about published journal articles authored by two or more diverse, university-affiliated scientists. They published multiple tweets about each release, with the only difference being the scientists’ headshots. Scientists were categorized as perceived male versus female, White versus Non-White, and older versus younger. Descriptive analysis of engagement metrics from 32 tweets found those with females performed better than those with males. Non-White scientist tweets performed better with the exception of engagement rate. Tweets featuring younger scientists received more engagement than older. The exploratory results implied tweets featuring young, Non-White females may elicit higher engagement. Future studies should examine if engagement metrics are correlated with source credibility dimensions. Strategically featuring diverse scientists in research communication may be utilized to build engagement in universities’ social media.
Benavidez, Justin R. (author), Ribera, Luis A. (author), and Thayer, Anastasia (author)
Format:
Paper
Publication Date:
2020
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11717
Notes:
Paper presented at the 2020 Agricultural and Applied Economics Association Annual Meeting, Kansas City, Missouri, July 26-28, 2020. 20 pages., Authors assessed the impact of tweets by U.S. President Donald Trump on agricultural commodity prices during the trade war with China. Results indicated tht days with high counts of tweets with keywords associated with the 2018-2019 trade war led to statistically significant structural breaks in the price series for hogs, corn, cotton, and soybeans.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 166 Document Number: D08515
Notes:
Story 15 in Clare Pedrick, Web 2.0 and social media: a life-changing pathway for agricultural development actors. Technical Centre for Agricultural and Rural Cooperation, ACP-EU, Wageningen, The Netherlands. 66 pages.
Syngenta (author) and G&S Business Communications (author)
Format:
Online document
Publication Date:
2017
Published:
United States: Public Relations Society of America
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10303
Notes:
4 pages., Via Silver Anvil Awards., For years, males have dominated our image of agriculture. But in reality, women also hold important and diverse roles in the industry. G&S Business Communications launched a campaign for its client, Syngenta, to address this reality. As part of the campaign, Syngenta US joined the FarmHer movement as the presenting sponsor of the new television series “FarmHer on RFD-TV.” The FarmHer campaign helped nurture a relationship with this emerging group of customers, increase brand affinity among U.S. farmers and develop a stronger community among Syngenta employees to expand its diversity and inclusion initiative.
4 pages, Social media use in public health and other health related research applications has seen a rapid increase in recent years. However, there has been very limited utilization of this growing digital sector in agricultural injury research. Social media offers immense potential in gathering informal data, both text and images, converting them into knowledge, which can open up avenues for research, policy, and practice. There are a number of ways social media data can be utilized in agricultural injury research. This paper touches on the adoption of these data sources in health research and discusses the use of social media as an exploratory research tool that can peer into and identify the edges of potential health and safety problems.
Yagodin, Dmitry (author), Tegelberg, Matthew (author), Medeiros, Débora (author), and Russell, Adrienne (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08856
Notes:
Pages 193-211 in Kunelius, Risto Eide, Elisabeth Tegelberg, Matthew Yagodin, Dmitry (eds.), Media and global climate knowledge: journalism and the IPCC. United States: Palgrave Macmillan, New York City, New York. 309 pages.
