Social Media Magnified - by Lisa Bryant

Take a closer look at this powerful marketing tool.

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

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

month before your sale and then be silent for 11 months. Facebook and Instagram are not going to reward your efforts just for the 30 days before your sale.

“It also tells Facebook that you are active and they will start to show your information to more people. It will help boost the algorithm if you are active,” she added.

Settrini has developed a formula for posting that she calls, “Empower, Engage, Excite and Educate.” To follow her “E4” formula, she will post photos of what she is doing daily on the ranch. On Thursdays, she shares historical ranch photos from when her dad worked the ranch. She sprinkles in current agricultural information that she believes will benefit other producers.

“I share lots of photos of Oliver, my ranch pup,” she said. “People love dog pictures.

Frobose added that people react well to calves, kids, snow and people. She said people will slow the scroll to see if they recognize anyone in the photo.

Frobose tries to share a post from a trusted ag source at least once a week. “It helps your algorithm and it builds a bridge for other people sharing your share.

She said you want to “give, give, give and then sell. Every post should not say ‘Look at this bull.’ or “Buy this bull.” To be effective, followers need to find value in your posts. She added that what may seem like everyday life to you will interest others. “People want to know and learn from what other people are doing on their farm. Snap a photo and share daily life.”

Frobose advised to pay attention to what makes you stop your scroll when you are viewing social media. If it interests you, it would interest others, so that’s a good example of something to emulate in your posts.

Koester said it’s important to respond if someone comments on your post. If someone said hello to you on the phone, you would answer. Social media should be no different.

THINK TWICE BEFORE POSTING

When you post, you’ll want to keep in mind that people outside of agriculture will see your post. Settrini says the biggest mistake she sees is a graphic post that is not explained well. “I think it’s important for us to be transparent and share our story, but many times I see a photo on Instagram

or Facebook that can be taken in different ways and can shed a poor light on what we do.

“It may be nothing at all, but by not fully explaining, people can let their minds wander and come to a negative conclusion when maybe it was nothing negative at all. Be aware before posting if you think something might be questionable.” She said if you can’t provide clear, understandable explanation, it might not be the best story to post.

She takes advantage of non-ag friends seeing her posts, and uses that to educate that community. Her recipes and reviews pull in this audience. “Once they follow along, they will eventually learn something about ag,” she added.

Ranchers also need to understand that animal rights groups often dictate social media policy. In 2019, the People for the Ethical Treatment of Animals organization bought enough shares in Facebook to get

a seat at the board table. (Keep in mind that Facebook also owns Instagram.) Shortly before that move, Facebook banned the sell of livestock between private parties. To avoid Facebook jail, it’s good practice to avoid listing any prices and any words similar to “for sale.”

Settrini advises to be extra cautious with your wording. She recommends using social media as a promotional tool to drive guests from Facebook to your website. “The website will be the spot where you have all the details and sale information.”

GET SOCIAL!

Social media magnifies your toolbox for selling show cattle. Study how ranches you admire handle their content and jump in the game! With some creative content, photos that attract attention and a plan, you could be well on your way to finding your next buyers online!

KNOW THE DEMOGRAPHICS When selecting a platform, consider which platforms your buyers are using. SOURCE: Forbes.com

Social media users Facebook InstagramMen 61% 36%Women 77% 44%Ages 18 to 29 70% 71%Ages 30 to 49 77% 48%Ages 50 to 64 73% 29%

KNOW THE NUMBERS Each platform has its pros and cons, but Facebook still dominates the field. SOURCE: Buffer.com

Platform Facebook YouTube Instagram TikTok Twitter LinkedIn Snapchat Pinterest

Monthly Active Users 2.23 billion 1.9 billion 1 billion 500 million 335 million 294 million 255 million 250 million

Helpful Social Media Tools

Canva is an online graphic design platform that allows you to create attractive social media layouts and videos using templates. There’s a free version, or a Pro version ($12.99/month) that allows you to resize graphics, select from an extensive stock photo, video, audio and graphic library and schedule your posts.

Facebook Business Suite allows scheduling for both Facebook and Instagram, viewing of page insights and ad creation.

Bitly creates shortened website links. You can use a free version, or a paid version that allows you to customize your links. NOTE: Watch for characters that look similar, such as an 0/O or i/l. If your link contains such a character, click again to create a new short link.

Plug in a keyword, and best-hashtags.com will generate related hashtags.

One of the mainstays in social media scheduling, Hootsuite allows you to see multiple networks at the same time, schedule posts and view analytics. The free plan is limited to two social accounts and five scheduled messages. Paid plans start at $49/month.

Later.com lets you plan, analyze and schedule posts for Facebook, Instagram, Pinterest and Twitter. Later has a free plan that allows for one social set and 30 posts per social profile. Paid plans start at $15/month.

Buffer is a scheduling tool with a free plan, or a plan that is $5/month per social channel.

Postfity.com is another scheduling app, but the most useful feature is the ability to schedule a Facebook cover photo change.

Celeste Settrini’s Go-To Tips for Social Media Success:

1 Post regularly. There’s nothing worse than an outdated page.

2 Be real. Be yourself!

3 Don’t be boring.