The rise of the social farmer

I don’t know about you but farming and social media isn’t an obvious pairing in my mind. And yet a growing number of media-savvy farmers are setting up Twitter and Facebook accounts to promote their business, connect with customers and each other. Social media is enabling them to establish direct relationships with thousands of followers and fans, not just the foodies who frequent farmers’ markets in the search for organic, locally grown produce and a back story about how this cheese was lovingly made or what happy lives the dairy cows lead.

I admit that I’m one of those people. (Un)fortunately for me South London’s Borough Market is just a short bus ride from my house so I find it hard to resist a monthly outing to check out this season’s crop. I once got into a long conversation with the farmers at the raw milk stand when I saw the label ‘this product contains bacteria that could be harmful to human health’ or words to that effect. Within a few minutes I learnt that raw milk has to carry a Government health warning (!) and that they had a Facebook page, a Twitter account and had even starred in a documentary The Moo Man, which was a hit at the Sundance Film Festival 2013!

Farmers are coming out from behind the label to reach out to consumers. But don’t take my word for it. Lynsey Sweales, SEO strategist at SocialB and DMA Social Media Council member, interviewed 3 farming professionals about how and why they’re using social media. One of them admits he didn’t want to initially but was forced to do so by his marketing manager. There’s honesty for you.

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By Smarayda Christoforou, Copywriter, DMA