Advocacy in Agricultural Social Movements: Exploring Facebook as a Public Relations Communication Tool

Meyers, Courtney; Irlbeck, Erica; Graybill-Leonard, Mica; Doerfert, David L.

doi:10.4148/1051-0834.1166

Cited by 14 publications

(11 citation statements)

References 15 publications

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“…In doing so, stakeholders may harness the power of new-media to generate deep involvement with customers. Because customer interaction on social-media can be profitable [40] and WOM can reach an enhanced volume of potential customers for minimal costs [21], using new-media channels could help garden centers that are hindered by resources or geography to reach new target audiences.…”

Section: Discussionmentioning

confidence: 99%

Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

et al. 2017

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A primary factor limiting the expansion of many Kansas garden centers is marketing. Most of these businesses spend the majority of advertising dollars on traditional media (newspaper, radio, etc.). However, new-media tools such as social-media can be an effective method for developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of garden center stakeholders as they use new-media to market their businesses. Grunig's Excellency Theory served as the theoretical framework for this study. Results indicate garden center operators prefer to use traditional media channels to market to their customers and asynchronously communicate with their target audiences. Stakeholders often have inaccurate or conflicting views of traditional media and new-media in regard to advertising and tend to approach new-media marketing from a public information or asynchronous viewpoint.

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Section: Discussionmentioning

confidence: 99%

Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

et al. 2017

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“…Agriculturalists are using Facebook to "agvocate," tell their stories, and communicate with consumers and the public (White, et al, 2014). Although Facebook has been an effective social media platform, agriculturalists believe it is important to build interconnectivity between different types of social media in order to be more successful (Meyers, Irlbeck, Graybill-Leonard, & Doerfert, 2011). Agriculturalists have been satisfied with their adoption and use of social media and plan to continue forward with social media as a communication tool (White et al, 2014).…”

Section: Purpose and Objectivesmentioning

confidence: 99%

Exploring the Impact of Ohio Agricultural Organizations’ Social Media Use on Traditional Media Coverage of Agriculture

Haller¹,

Specht²,

Buck³

2019

Journal of Applied Communications

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“…Through social media, farmers have the opportunity to interact, promote, and advocate for agriculture (Lohr, 2011). Agriculturists are able to share a realistic picture of agriculture with the public and create awareness for important issues (Meyers, Irlbeck, Graybill-Leonard, & Doerfert, 2011). Baumgarten (2012) said agribusinesses are using social media in revolutionary ways.…”

Section: Researchmentioning

confidence: 99%

Identifying Agriculturists' Online Communication Tool Training Needs

Meyers¹,

Shaw²,

Irlbeck³

et al. 2015

Journal of Applied Communications

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Online communication tools, specifically social media, have provided new ways for agriculturists to promote and advocate for agriculture. Although agricultural producers find value in using social media to communicate about agriculture, many are not comfortable using these tools. The purpose of this study was to identify and prioritize training needs of agriculturists regarding use of various online communication tools. The USDA's Beginning Farmers and Ranchers Development Program provided funding to develop workshops that would help agriculturists learn to use online communication tools effectively. Members of seven agricultural organizations in three states were sent a link to an online questionnaire, and 185 completed responses were analyzed for this study. Across all tasks, the highest means for perceived importance dealt with website tasks while Twitter and blogging tasks had the lowest means for perceived importance. Many of the tasks respondents were most competent completing were the beginning steps and they were least competent completing more complex uses of social media. Using the Borich needs assessment model, respondents indicated a greater need for training on topics related to websites, other online communication tasks, and Facebook. These results were used to develop a daylong online communications training workshop in each of the states.

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Advocacy in Agricultural Social Movements: Exploring Facebook as a Public Relations Communication Tool

Cited by 14 publications

References 15 publications

Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

Exploring the Impact of Ohio Agricultural Organizations’ Social Media Use on Traditional Media Coverage of Agriculture

Identifying Agriculturists' Online Communication Tool Training Needs

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