If you follow a national shopping chain, such as Target, people might have questions about products that the store carries. If you answer questions posted to the store’s Facebook page it is a way to give dairy a positive plug.
The more you monitor and listen, you’ll know intuitively where the “in” is, explains Griffin.
4. Craft your communication and responses. What we say is just as important as how we say it. We want to ensure the messages we’re putting forth are showable, searchable, sayable and shareable, says Michele Ruby, communication consultant with Ruby-Do, Inc.
Don’t be afraid to include photos and videos to convey your message. “It’s one thing to tell someone, but it’s another to show them a picture,” Griffin says. “When talking about planting corn this weekend because it’s finally dry, show pictures. Pictures help people feel like they were there.”
Use appropriate tagging methods to ensure messages are searchable. In Twitter you want to use hash tags, such as #farming or #dairy. Blog posts should be tagged with key words. Taking these extra steps will make sure that people can find your information.
Type like you talk will help your messages be sayable. “You want your communication to be read as if you were conversing with them verbally,” says Ruby. “Incorporate your own personal stories and use words exercised in every day conversation. Don’t just spit out canned facts.”
“Online posts and tweets are really conversations,” agrees Griffin. “You want to make sure it sounds like your conversing in real life.” Avoid dairy industry jargon.
Communication should be sayable. Try and keep posts below the 140 character limit, notes Griffin. On Twitter this type of tweet will be more attractive to be retweeted. If the message is over the 140 character limit, people may disregard it and not retweet your message, she explains.
When responding, keep it simple. The message doesn’t have to be complicated. For example the Minnesota Twins recently tweeted: “What food is everyone most excited for this upcoming season? Walk-a-taco, turkey-to-go, minnieapple pie or kosher dogs?”
If you had seen this tweet, you could have responded: “I’m looking forward to the ice cream stand. Nothing better than ice cream and #baseball.”
Your message shouldn’t be “I’m a dairy farmer and I think everyone should eat ice cream,” explains Griffin. Look for fun, simple ways to talk about the products we produce in the dairy industry.