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2. Consumer Trends in the Food and beverage Industry
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Morning Consult
- Format:
- Report
- Publication Date:
- 2018
- Published:
- United States: Morning Consult
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11054
- Notes:
- 31 pages, via website
3. Exploring the impact of Ohio agricultural organizations' social media use on traditional media coverage of agriculture
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Haller, Leigha (author), Specht, Annie R. (author), Buck, Emily R. (author), and The Ohio State University
- Format:
- Online journal article
- Publication Date:
- 2019-11
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 114 Document Number: D11026
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(4)
- Notes:
- 16 pages, via online journal, One of the nation’s most important industries, agriculture, has adopted social media to communicate with consumers and the public. At the same time, traditional news media remains important to the agriculture industry because many consumers still receive information about agriculture from sources such as newspapers and television. Little literature at the time of this study explored how social media is used specifically as a media relations tool. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages could impact central Ohio traditional media outlets’ coverage of agricultural issues. The study is grounded in uses and gratifications theory, and previous social media studies. Data were collected from seven Ohio agricultural organizations’ Facebook pages and four central Ohio news outlets. Researchers found that Ohio agricultural commodity organizations use social media, but not necessarily to communicate with the news media. The industry received limited news coverage during the time studied, and we were unable to discern a relationship between social media and news media coverage beyond a commonality of stories. By communicating the results of this study with agricultural organizations and researchers, effective social media strategies can be developed to guide the future of social media as a media relations tool.