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2. Exploring social media and online communication use by direct-to-consumer agricultural businesses in upstate New York
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Weingarten, Katerina (author), Settle, Quisto (author), Harvey, Linnea (author), and Cartmell, Dwayne (author)
- Format:
- Journal Article
- Publication Date:
- 2023
- Published:
- USA: Association for Communication Excellence
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12936
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- V.107, Iss.2
- Notes:
- 24 pages, The popularization of social media and an increased interest in local food has led to the need for an online presence of direct-to-consumer agricultural producers. The COVID-19 pandemic quickly pushed the transition from traditional marketing practices to digital marketing practices, further emphasizing the importance of an online presence for small businesses. To better understand the perceptions of direct-to-consumer agricultural businesses, this study sought to understand the current use of social media and online communication and the challenges faced, related to social media and online communication, among these producers. Ten direct-to-consumer agricultural business personnel were interviewed to examine their social media and online communication use. Direct-to-consumer agricultural businesses are using Facebook as a primary social media platform and finding time to focus on social media and online communication is a challenge for agricultural personnel. A website is important to direct-to-consumer agricultural businesses, however many do not currently have a website. Direct-to-consumer agricultural businesses believe social media and an online communication are important to the growth and success of the business and are interested in educational materials and professional support to improve their online presence.
3. The dangers of big data extend to farming
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bronson, Kelly (author)
- Format:
- Online article
- Publication Date:
- 2022-06-27
- Published:
- The Conversation
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13459
- Notes:
- 4 pages
4. Golden arc award winner: graphic elements cattle tales building a perfect burger
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lasack, Kellie (author)
- Format:
- Newsletter article
- Publication Date:
- 2021-12-22
- Published:
- Agriculture Relations Council
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12910
- Notes:
- 3 pages
5. The Influence of Social Media Content Framing on Audience Perceptions of the Wild Horse and Burro Controversy
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- DeConcini, Jamie (author) and Rice, Amber (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-01
- Published:
- United States: American Association of Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12419
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Vol. 62 (4)
- Notes:
- 24 pages, The central research question that guided this study was: how does the framing of written content on Facebook influence public perception of information regarding the management of wild horses and burros? This research was conducted using content analysis to examine 136 Facebook posts of six organizations communicating about the wild horse and burro controversy and 8,295 comments made by individuals to the organization’s posts. There were eight major themes that emerged from the data, organized by the interaction of three frames: organization frame, audience frame, and organization-audience interaction frame. Organization frame themes included: organization positionality and its influence on framing posts for emotional appeal and audience action, and organization post style, post frequency, and response frequency and its influence on audience reception of the issued. Audience frame themes included: action-oriented responses, emotional responses, government responses, and management-related responses. Organization-audience interaction frame themes included: the influence of organization comments on audience’s perception of the issue, and misinformation concerns.. These themes provide insight into how organizations and individuals are communicating about the wild horse and burro controversy using social media and illuminate opportunities for further research into social media communications to positively impact agricultural literacy. Recommendations for practice include: supplying necessary information to social media instead of relying on the audience to click links, keeping the perceived-cost and investment of requested audience participation low to encourage activism, and strategic planning regarding the frequency and types of post to maximize audience engagement.
6. Educate yourself on the produce industry via social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Online article
- Publication Date:
- 2021-10-22
- Published:
- USA: The Packer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 207 Document Number: D13099
- Notes:
- 5 pages
7. Social media dilemma
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zimmerman, Chuck (author / ZimmComm News Media, Cantonment, Florida)
- Format:
- Commentary
- Publication Date:
- 2021-02-12
- Published:
- International: Zimmcomm New Media, Cantonment, Florida.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12106
- Notes:
- Online from ZimmComm News Media. 2 pages., A pioneer in agricultural uses of new social media expresses concern about FaceBook, Twitter, and YouTube having become political weapons. "Since the election, the level of censorship on all of the major social media platforms has just skyrocketed. Never in our wildest dreams did we ever think that freedom of speech and the press might be endangered in this country, but we do believe it is right now." FaceBook and Twitter platforms "are both essentially business platforms. Author reports a decision to put a temporary hold on ZimmComm business FaceBook accounts.
8. Building engagement in Facebook: A case study with Utah State University Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kesler, Kenna R. (author), Hall, Kelsey (author), and Spielmaker, Debra (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12104
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 1
- Notes:
- 24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
9. NYC [New York City] fruit influencer: Here's how to market your company on social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12178
- Journal Title:
- Packer
- Notes:
- Online from publication. 4 pages., Suggestions from a New York City-based exotic fruit influencer and leadership developer Angela Scarfia in leading an online workshop about marketing produce brands and companies on social media.
10. High Impact Extension Programming with Instagram
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stock, Melanie (author)
- Format:
- Journal article
- Publication Date:
- 2020-12-01
- Published:
- USA: American Society for Horticultural Science
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12049
- Journal Title:
- Hort Technology
- Journal Title Details:
- Vol. 30, issue 6
- Notes:
- 5 pages, via Online journal, The social media service Instagram is a popular public platform, but often underused tool to reach new demographics, reduce barriers, and perpetuate science-based information in extension. In the U.S. Intermountain West, Instagram was the top-rated platform for sharing information by predominantly new and female farmers. This article provides recommendations on key behaviors, goal setting, and quantifying impact on Instagram for extension programming. Accounts should target one niche or market, a consistent and personal voice, and regular communication (new content at least three times weekly). Unique and productive connections between extension personnel, community leaders, farmers, students, and public influencers expands programming. Tracking program accounts, including the number of followers and engagement rates, can assess program impacts and target market needs.