Research: Social Media May Not Be The Best Place For Farmers

Some recent findings in consumer studies by the AgriFood Analytics Laboratory in Canada will not sit well with some Social Media advocates in the farming community.  In recent years, Social Media platforms have become popular venues for conversations and debates.  But Social Media can also be a mine-field for individuals who advocate and introduce complex issues.

Dr. Sylvain Charlebois, senior director of the Analytics Lab at Dalhousie said that his group has found  Social Media platforms may not be the most useful venues for individual farm participants.

“I fail to see any evidence that Social Media is serving farming well. Consumers will respond based on their own reality. And, farming is a myth, its an abstract concept for most people. Farmers think that people do know things about farming, but most people don’t.”

The average person living in a developed country like Canada or the U.S., he says,  has no concept of the reality of farming.  And in Social Media circles, emotion-driven subjective opinion tends to drown out rationale-driven objective facts.  This came to the surface for Charlebois in researching consumer reaction to Canada’s recent Food Guide publication.

“Just last week we published a new report on Canada’s Food Guide. Consumers looking for sources to get their information rely heavily on family, friends. In fact, for millennials, they are willing to rely on celebrities to tell them how to eat.”

Charlebois said this phenomenon is not unique to farmers. Independent business people seem to be getting less attention from the general public.  He also noted that farmers need to exercise caution on Social Media, and be ready to answer questions.

“Just recently, I was asked by the Independent Grocers (Association) to look at grocery experience. And they wanted to see whether or not independent ownership has any value, still. We actually found out that most people, when they walk into a grocery store, they couldn’t care less who actually owns the store. They’re looking for good pricing, different kinds of products, and independent ownership, that’s a challenge. It’s hard to compete against the Costco’s, the Walmart’s. It’s very difficult to do.”

Dr. Charlebois added that farmers need to exercise caution on Social Media platforms, and be ready to answer consumer questions when they are approached for answers.

“The consumer’s confused today. There’s so much noise out there. And its very difficult to come through and deliver a very effective, influential message.”

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