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    Start Over Subject Term branding Subject Term public relations Subject Term social media

    2. Engaging customers through #RealPigFarming

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    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.

    3. Exploring the impact of Ohio agricultural organizations' social media use on traditional media coverage of agriculture

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    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.