Characteristics of Oklahoma Agritourism Facebook Posts

Bowman, Brittany L; Settle, Quisto; Riggs, Angel; Tomas, Stacy R.; King, Audrey E. H.

doi:10.4148/1051-0834.2294

Cited by 3 publications

(1 citation statement)

References 7 publications

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“…However, it is yet to be determined if these benchmarks and practices established by other businesses apply to agricultural producers. Other studies have examined social media engagement with agricultural businesses through the lens of post types in informational campaigns (McLeod-Morin et al, 2020) and characteristics of posts (Bowman et al, 2020). This study looks explicitly to fill the literature gap in best practices for Florida fruit and vegetable farms and the post frequency, post type, and engagement rate.…”

Section: Introduction and Problem Statementmentioning

confidence: 99%

Marvelous metrics: A quantitative content analysis to establish social media benchmarks for Florida fruit and vegetable farms on Facebook

Doyle¹,

Baker

Zagonel

et al. 2023

Adv Ag Dev

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Social media platforms like Facebook offer farms a chance to reach larger audiences and gain connections through online engagement. Previous work demonstrates that online engagement can lead to increased sales. However, much work in tracking benchmarks for social media metrics has been outside of an agricultural context. This study aimed to benchmark the presence of fruit and vegetable farms on social media and the associated metrics (followers, likes, engagement rates, reactions, shares, etc.) to offer a standard of comparison for farms on social media. A quantitative content analysis was used to collect data from 117 farms for general analysis, and a sub-sample of 15 farms was used for a deeper analysis of 1,111 Facebook posts. Results indicate Facebook is the most used platform by Florida fruit and vegetable farms, and photos are the most used post type. Farms with the highest engagement rates posted less than farms with the lowest engagement rate, which indicates that posting more frequently may not increase engagement rates. Implications from this work are that farms may be unique in the social media space and may not need to post during the seasons when they do not have crops available for purchase.

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Section: Introduction and Problem Statementmentioning

confidence: 99%

Marvelous metrics: A quantitative content analysis to establish social media benchmarks for Florida fruit and vegetable farms on Facebook

Doyle¹,

Baker

Zagonel

et al. 2023

Adv Ag Dev

View full text Add to dashboard Cite

show abstract

The Presence of Rural Accommodation in Extremadura on Facebook: An Approach to Its Intensity of Use Through a Grouping Analysis

Gallego

Martín

Rivero

et al. 2022

Tourism Entrepreneurship in Portugal and Spain

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Harvesting insights: Rural community members’ perceptions of agritourism in Oklahoma

Caruso,

King,

Coleman

2024

Adv Ag Dev

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Rural communities face significant challenges such as persistent poverty, aging infrastructure, food insecurity, and natural disasters. With agriculture as a primary focus, these communities increasingly depend on external income and technology. Agritourism offers a promising solution by allowing farmers to diversify their income streams while promoting rural development. In Oklahoma, there are over 400 agritourism venues (USDA NASS, 2022). However, urbanization and climate change continue to reshape the agricultural landscape, affecting farmers and rural communities. This study examines the perceptions of agritourism among rural citizens in southwest Oklahoma and its potential for rural development. Utilizing the Community Capitals Framework (Flora et al., 2006) and Chase et al. (2018) agritourism framework, the study surveyed 159 residents, revealing a generally positive perception of agritourism as beneficial for communities and agriculture. Despite recognizing its benefits, respondents indicated a need for more guidance on how to engage in agritourism. The findings suggest that although there is awareness and appreciation of agritourism, there is also a significant opportunity for expansion and support. Extension services and state agencies are recommended to provide targeted education and training to maximize agritourism's economic and community development potential in rural areas.

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Characteristics of Oklahoma Agritourism Facebook Posts

Cited by 3 publications

References 7 publications

Marvelous metrics: A quantitative content analysis to establish social media benchmarks for Florida fruit and vegetable farms on Facebook

Marvelous metrics: A quantitative content analysis to establish social media benchmarks for Florida fruit and vegetable farms on Facebook

The Presence of Rural Accommodation in Extremadura on Facebook: An Approach to Its Intensity of Use Through a Grouping Analysis

Harvesting insights: Rural community members’ perceptions of agritourism in Oklahoma

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