by Lisa Bryant When the first recognizable social media platform, Six Degrees, was developed in 1997, it probably didn’t cross the mind of many cattle producers to use it as a tool to sell cattle. Now 24 years later, you’re likely getting left in the dust if you’re not promoting cattle online. Let’s inspect the elements of a successful ranch campaign. “Today, 72% of the U.S. population is on some form of social media and uses it daily,” said Brandi Buzzard Frobose, Red Angus Association of America director of communications, in a July RAAA social media webinar entitled, “My Bull Sale is Over — What Now?” (If you missed it, you can access the webinar taught by Frobose and Red Angus Magazine Publisher Tracey Koester by logging into your REDSPro account.) Social media should be a key component of any ranch’s marketing strategy. It’s important in building brand awareness, boosting leads and sales and building trust in your program. “Research shows that you need to be seen seven times online to leave a lasting impression,” Koester said. “And, that’s just to get them to recognize your brand. That doesn’t mean they know and trust your program yet.” Settrini Ranch’s Celeste Settrini said, “Social media is such a great tool to add some extra pop to your online ranch presence. Settrini manages the Salida, California, ranch’s presence with daily ranching life, recipes, cowgirl fashion and “A 16
BUCKLE & BANNER | FALL 2021
Cowgirl’s Guide to Eats and Sleeps,” which highlights reviews of hotels and restaurants. She also manages “The Bull Sale Bulletin,” where she showcases seedstock breeders and their sales. “Many ranchers, especially purebred breeders, already have a website. Social channels complement that by driving guests to your website,” she said. “By having a social presence, ranchers can better tell the story.” If you don’t know much about social media, Settrini’s advice is to “jump in, splash around, figure it out and make it your own.” The selftaught social media guru learned by watching other prominent ranchers online and asking tons of questions. And then, she did her own thing. “Don’t worry about what everyone else is doing. I am a work in progress and am constantly updating,
changing and keeping it fresh.” She’s tried to step up her game by attending workshops, online classes and tutorials, plus she consults with college-age friends who keep her in the loop. If a rancher has limited time, Settrini recommends focusing on one or two platforms. “In the beginning, I spread myself so thin trying to post to everything. I ended up really not enjoying Twitter, and after awhile, wondered why I was even doing it. If it gets to be a chore, then it’s not for you.” She focuses her attention on Facebook and Instagram, and takes advantage of being able to post to both platforms at the same time. She’s also experimenting with Snapchat. CONSISTENCY IS KEY Frobose urges ranchers to be consistent. “Don’t post only the
KNOW THE DEMOGRAPHICS When selecting a platform, consider which platforms your buyers are using. SOURCE: Forbes.com Social media users
Men
61%
36%
Women
77%
44%
Ages 18 to 29
70%
71%
Ages 30 to 49
77%
48%
Ages 50 to 64
73%
29%
65+
50%
13%
