Socialnomics Presents: The Social Media Revolution 2012

"Is social media a fad? Or the biggest shift since the Industrial Revolution?" These are the pressing questions that Eric Qualman, the founder of the social media marketing company Socialnomics, continues to ask throughout the company's intriguing video entitled "The Social Media Revolution".These are the pressing questions that Eric Qualman, the founder of the social media marketing company Socialnomics, continues to ask throughout the company's intriguing video entitled "The Social Media Revolution".The video provides numerous and surprising statistics concerning the emergence and rapid adoption of social media platforms across the globe. Equally as important, the video highlights the potential and factual impact of social media use on the success of businesses everywhere, from the major brands to independently-owned enterprises.Judging on the fact that social media adoption has shattered every other technological-adoption in recent history, it's no surprise that agri-businesses and farmers are becoming increasingly aware of the postive business and networking outcomes from the use of social media sites.

"We want information and we want it now": An Interview with Siân Ringrose from the Scottish Agricultural College

Recently, we’ve had the pleasure of meeting with Siân Ringrose of the SAC, an institution that strives to engage in innovation and knowledge-creation for the development of land-based industries and rural communities in Scotland.

Through her work as a policy analyst and researcher with the SAC, she has gained an extensive background in the effectiveness and barriers involved in knowledge transfer activities and communication strategies that promote innovation amongst farmers. In May 2012 Siân launched the Rural Policy Centre, SAC on the social media application Twitter (@RuralPolicySAC).

In order to gain a better understanding of why agricultural organizations adopt social media technologies and the strengths and weaknesses involved in social media use, we approached  Siân for a brief, informal interview. To our delight, she accepted.Siân discussed many different factors involved in the reason for her Twitter use, as well as the issue of organizational adoption of social media applications. Speaking with Siân provided an interesting glimpse into the organizational, political and social factors involved in the social media use of actors in the agriculture and rural sectors.

When asked why Twitter was chosen as the starting point for the SAC’s ease into social media, Siân stated that “knowledge mobilisation should be seen as more of a product...and we need to sell it. And how you sell it is by using Twitter”. She went on to describe how the short and real-time communication method employed on Twitter is ideal for sharing information quickly. Siân went on to say “We’ve gone from a three-second world to a one-second world. We want information and we want it now, and I think that’s one of the reasons people use Twitter”. 

Amongst the fast-paced feel on Twitter, Siân described other benefits of using Twitter in an organizational capacity. For instance, she discussed how Twitter is an efficient and easy way to network with other individuals and organizations that share similar interests, as well as keeping up with relevant issues that relate to the SAC’s work. For example, Siân discussed how she stayed informed about the dairy industry issues while away from Scotland through a movement on Twitter called “SOS Dairy”, a page dedicated to sharing information, news and events concerning dairy farmers and dairy prices in Scotland.Although Siân remained an avid supporter of Twitter, she did experience a few challenges on the route to social media adoption. “I think generally you find in research organizations that senior levels may not fully understand social media... Our senior levels were concerned about public image-whether or not you say the right thing- that goes back to being careful about what you say. But I think we kind of got over that by saying you can’t have this corporate look, you’ve got to just go for it! Just be human.” 

Siân also described the lack of multiple social media adoption (if any) by organizations as a “capacity issue”. She went on to discuss how she alone is spearheading the social media use in the Rural Policy Centre, along with her other responsibilities as a policy-analyst and researcher. Despite the challenge of finding the time and resources to use social media, Ringrose continues to support social media adoption in agricultural organizations.

“I think if you can disseminate your work and information in as many varieties and communication tools as possible, then great! Farmers and organizations are getting more and more social media-orientated...It [using technology] is coming through in the next generation. It’s the future.”

User-Preferred Content on Social Media Sites: A Study by Performics

Simply Zesty, a marketing company that focuses on the use of social media marketing, video production and “app” development for integration by businesses recently reported on a study that analysed user patterns across social media applications.

The study, which was carried out by a marketing services provider called Performics, produced a few key findings about the type of content that users prefer to engage with on social media sites like Twitter and Facebook. Thirty-five percent of surveyed users identified images as the most desired form of content when interacting with posts of friends. Status updates followed images in popularity and videos were ranked as the least preferred form of content. Similar results were found with content posted by businesses and brands. Images were once again the most favoured type of post with forty-four percent and videos, which were significantly more popular when posted by brands, placed third in popularity at thirty-seven percent.

It is increasingly acknowledged that social media applications significantly increase the potential for business success, community development and interactive communication. However, in-depth and sector-specific analyses on these social networking sites are needed in order to achieve a deeper understanding of the issues at play.

For the full article of the Performics study, visit the Simply Zesty site at http://www.simplyzesty.com

"Ontarian Agri-food and Rural Development Stakeholders Want to See Social Media as a Communication Strategy":

Findings of a Recent Study Conducted by the Ontario Ministry of Agriculture, Food and Rural Affairs

It seems as though the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) is increasingly interested in understanding the social media use of stakeholders in the agriculture and rural sector; a curiosity that is shared by the researchers of the ongoing study presented on this blog. OMAFRA recently conducted an online survey, created by a leading Canadian marketing research corporation Ipsos Reid, regarding the web browsing and social media usages and attitudes of various actors in the agriculture sector. The online survey, hosted on the OMAFRA website between February 6 and March 5, 2012, was completed by a total of 439 individuals, many of whom identified as farmers, farm employees, agri-students, agri-business personnel, and members of the Ontario Federation of Agriculture.  

The survey reveals an increasing trend of social media use as a communication strategy by the agri-food and rural development professionals in Ontario.  84% of the participants reported using social media in the past year and 73% of the participants found the social networking sites as important to their work. Twitter was the most commonly used social media application for agriculture-related purposes, such as the sharing and capturing of knowledge and information, professional networking and marketing. Following Twitter was YouTube, blogs, and agriculture-specific online social networks. Facebook was one of the least-used applications for agriculture-related purposes, but the most used for personal networking amongst the survey respondents. There is a potential scope for using these tools for business and entrepreneurship development as indicated by 87% of social media users that they would more likely to buy/use specific agri-product/service after a positive review on social media.    

The OMAFRA-supported survey also shed light on gaps in the use of information and communication technologies (ICTs) in the agriculture sector. For instance, 12 percent of respondents identified the lack of agriculture-specific “apps” as a significant drawback to their technology-use. The most significant drawback identified by the participants was the lack of social media use by governmental bodies, including the agriculture sector. With 89 percent of survey respondents in compliance, the report suggests that OMAFRA and service agencies should develop a policy to adopt ‘social media’ as a communication strategy.

The survey provides first-hand information about existing social media practices and depicts a very positive interest about social media by agri-food stakeholders. However, the study has not touched upon in-depth understanding of social media practices such as specific goals, benefits and challenges for networking, relationship building and learning by multiple stakeholders.  The findings urge to conduct in-depth analysis on these issues; a task that the ongoing study on agricultural innovation systems and social media applications by Dr. Chowdhury and Dr. Hambly Odame undertakes. 

Research Project Launched

Practices and Potential of Social Media for Enabling Agricultural and Rural Innovation System

The lines of communication between towns, cities and entire nations are merging. We increasingly live and work within a 'communication media' landscape. Web 2.0 tools and software influence many aspects of communication providing users with more opportunities for informal and interpersonal approaches to information-sharing. We can witness transformations in top-down, and corporate-based communication processes to a more individualized, participatory and democratic approach whereby users are creators, consumers and repeat innovators of the web content. Social media tools provide ease of contact and convergence between distant communities, different ideas, cultures, and stories at a rate much faster than ever before!

But do we really understand how these media are influencing rural areas that are historically less likely to have reliable internet connectivity?
How are social media engaging stakeholders of agri-food and rural sectors for dialogues over new ideas, networks, and opportunities?
How do social media leverage intermediary functions for enabling agri-food and rural innovations?
How are new technologies such as, mobile phones changing (improving or not) agriculture and other domains of livelihoods in rural areas?

The researchers of the University of Guelph strive to explore answers of these questions through a project launched in the spring of 2012. For further details, please see project description, and project team.