Social media provides one of the most powerful ways for local organic farmers to expand their reach.
According to the Ryan Partnership/MLR Styling Sustainability Report from 2012, 70% of shoppers consider sustainability when making purchasing decisions and the demand for organic food is growing – yet Food Connect states we are losing 9% of Australia’s small farmers every 5 years (13% in Queensland). In addition, 65% of Australians use social media with 1 out of 5 using social media to buy products and services. So why are most in the organic farming industry absent from an online marketing presence? There are ways to market to this growing consumer base, and that is by being authentic and genuine in one's social media efforts to engage consumers.
Nothing’s more intimate than the act of cooking and eating. Social media provides one of the most relevant platforms for organic and sustainable businesses in the food industry to create that level of authentic and intimate engagement, because the platforms are already designed to encourage one-to-one communication, interaction and connection. To be successful using social media, organic food organisations and organic farmers must choose to make their message about something other than sales.
Tips for Being Authentic using Social Media
1. Be accessible.
Social media isn’t a one-way platform. Encourage engagement, answer questions and ask questions. Find out about the people who follow you and what they are interested in (eg. NGOs, a healthy and sustainable environment, gluten-free food options, buying local, children’s health).
2. Offer free information.
Don’t bribe your followers; simply share your knowledge. Demonstrate your expertise in the organic food and farming industry, share relevant news and respect the opinions and thoughts of those who respond.
3. Embrace transparency.
Be open with your followers and let your personality show through. If you really were happy that Hungary burned all of their Monsanto crops, and you are excited about Seattle creating an edible park, it’s okay to share those emotions.
4. Remain visible.
This is not the time for a disappearing act. The worst thing you can do is create social media accounts with great intentions and then vanish. Commit.
Next week we’ll explore the future of Australia’s organic food and farming industry as well as provide tips on how social media can help increase awareness and a loyal fan base.