7 pages., Article # 2RIB2, Via online journal., To assess small rural retailers' use of social media and the role of social media in their business sustainability, we conducted focus group interviews with small business owners/managers from rural communities in a midwestern state. Participants revealed strong interest in social media, especially for use in sales and marketing. However, their engagement in social media was limited due to lack of knowledge and resources (i.e., time, human resources, financial resources, effectiveness measurement) related to developing and updating content. On the basis of these findings, we examine implications for Extension professionals and outreach educators regarding social media needs and programming for small rural businesses.
7 pgs, Farmers’ markets may improve access to healthful foods in rural areas. Our objective was to identify facilitators and barriers to farmers’ market use in a rural county. We collected data via surveys, focus group sessions, and key informant interviews. Study participants identified the two existing farmers’ markets as community assets. Barriers to use farmers’ markets included inconvenient market hours, not accepting nutrition assistance program benefits, limited transportation, and limited variety. Interventions to improve food access should include ways to meet the needs of specific populations such as low-income residents and residents living in outlying areas without farmers’ markets.
