A Little Birdie Told Me About Agriculture: Best Practices and Future Uses of Twitter in Agriculutral Communications

Home , Tweetie, TwitPic, Twitter usage

Journal of Applied Communications

Volume 94 Issue 3 Nos. 3 & 4 Article 2

Katie Allen

Katie Abrams

Courtney Meyers

See next page for additional authors

Follow this and additional works at: https://newprairiepress.org/jac

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.

Recommended Citation Allen, Katie; Abrams, Katie; Meyers, Courtney; and Shultz, Alyx (2010) "A Little Birdie Told Me About Agriculture: Best Practices and Future Uses of Twitter in Agriculutral Communications," Journal of Applied Communications: Vol. 94: Iss. 3. https://doi.org/10.4148/1051-0834.1189

This Professional Development is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Journal of Applied Communications by an authorized administrator of New Prairie Press. For more information, please contact [email protected]. A Little Birdie Told Me About Agriculture: Best Practices and Future Uses of Twitter in Agriculutral Communications

Abstract Social media sites, such as Twitter, are impacting the ways businesses, organizations, and individuals use technology to connect with their audiences. Twitter enables users to connect with others through 140-character messages called “tweets” that answer the question, “What’s happening?” Twitter use has increased exponentially to more than five million active users but has a dropout rate of more than 50%. Numerous agricultural organizations have embraced the use of Twitter to promote their products and agriculture as a whole and to interact with audiences in a new way. This article addresses current Twitter use trends within agriculture and offers advice for practitioners.

Keywords Social media, Twitter, Agricultural Communications, businesses, organizations, practitioners, evolution, echnologies

Authors Katie Allen, Katie Abrams, Courtney Meyers, and Alyx Shultz

This professional development is available in Journal of Applied Communications: https://newprairiepress.org/jac/ vol94/iss3/2 Professional Development 1 Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 6 Journal of Applied Communications, Volume 94, Nos. Katie Allen, Katie Abrams, Courtney Meyers, and Alyx Shultz and CourtneyMeyers, Abrams, Katie Allen, Katie Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

The evolution of interactive, social, and self-publishing media on the Web has irrevocably has changed Web the media on and self-publishing social, of interactive, The evolution a through diffuse and adopt to time some taken has media social new any Like innovation, 2.0 technolo - recognizedWeb the transformative have practitioners effect public relations Many Introduction and podcasts, blogs, suchas wikis, technologies, 2.0 Web of presence The communicate. we way the the use of technology has impacted Twitter, and Facebook, social media sites including MySpace, easy free, 2.0 technologies are Web In most cases, and individuals. organizations, businesses, among The purpose 2009). for those who wisely rewarding and (Paulson, make use of their potential to use, with particular article of social media use in agriculture, of this professional the trend is to address emphasis Twitter. on social me- in adopting problems however, Some insecurities in using social media do exist; system. media Although mainstream 2009). cultural and not technological are (Brenner, argue, some dia, relations and public marketers to be importantwill continue for of information, the dissemination “The‘new channels. 2.0 communication Web a number of able to select from now are practitioners rise giving beginning to tear at the fabric as it has existed for 100 years, are of marketing influencers’ (Society for New newa to style community” and characterizedis that of marketing conversation by This new stylehesi- both is being approached of marketing p.11). 2008, Research, Communications about but excited wary are Marketers of their messages, control of losing tantly and optimistically. audience members (Society with target conversations for New using these tools to encourage direct Research). Communications (2009) found and Hinson that Wright their industry. on had gies like blogging and social media have their way the changed have believemedia social and blogging practitioners relations public of 73% the without publics with communication two-way more facilitating by organizationscommunicate Abstract use and individuals organizations, are impacting the ways businesses, Twitter, as such media sites, Social - otherswith connect through 140-char users to enables Twitter audiences. their with connect technologyto use has increased Twitter “What’s happening?” that answer“tweets” the question, called messages acter more than f to exponentially Numerous of more than 50%. users rate but has a dropout active million ive and agriculture their products promote to as Twitter agricultural the use of embraced have organizations use trends This articleTwitter addresses current in a new with audiences way. interact and to a whole within agriculture and offers advice for practitioners. A Little Birdie Told Me About Agriculture: Agriculture: About Me Told Birdie A Little Twitter of Uses Future and Practices Best in Agricultural Communications Professional Development Professional Published by New Prairie Press, 2017 Professional Development 2 Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 7 Journal of Applied Communications, Volume 94, Nos. Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal

Twitter is a form of microblogging, a relatively new a relatively form of blogging in which people write brief is a form of microblogging, Twitter when them a unique identifier, which gives up for the site, users sign a user name on Twitter First, Twitter. several and categories user intentions main (2007) identified of users on Java et al. Some might believe farmers in particular are behind the technology curve for Web use, but the use, Some might believe farmers particular in behind the technology are curveWeb for

What is Twitter? ful- microblogging blogging, to regular Compared text updates fewer characters than 200 in length. of “tweets” allows users to write as known microblogs Twitter a need forfills faster communication. - a form of microblog Twitter only is Not 2007). Tseng, & 140 characters or less ( Song, Finin, Java, specifically serves as a mass instant Twitter 2009). for the craft set the standard it has (Comm, ging, or through website, Twitter the their phones, messaging platform from people to message that allows to friends and family who can be constantly their updated on applications, Twitter-related other 2009). (Paulson, whereabouts another. one “follow” developed when users are Twitter on Relationships they develop their profiles. also possible are relationships one-way relationship; a two-way who follow each other have People ( in return but he or she is not followed tweets, Java et al., follows person another person’s when one physical friends another in the connecting one and people who know beyond goes Twitter 2007). to drive traffic report news, Whether people use it to maintain friendships and conversations, world. “What’s the question to answer prompted they are links and information, or share another website, with key account Twitter Figure for 1 displays a a screenshot their purpose. to fulfill happening?” of the interface features identified. use which is the most common to take part in the daily chatter of the site, Twitter users intend to use The dailythe day. sharing of people chatterthroughout doing consists they what are of the network. posts. replying another’s by to one is participating main user intention The second in conversations of holding conversations a way it provides for is not just a billboard making announcements; Twitter is sharing main intention information and links to A third 2009). with people who matter (Comm, the fourth main Finally, which often includes sharing links to other websites. outside information, cur- about comment or weather, reportnews, users latest the Many reporting is news. the intention also allows its users to post Twitter (Java the text tweets, Aside from Twitter et al.). events on rent and Uploading 2009). for which could be another user intention the site (Comm, photos, and share peo- new for points and to show is another way users to create discussion Twitter sharing in photos often photos about and tweet who upload Users what they’ve been doing. ratherthan tell them, ple, Overview of Twitter traditional gatekeepers intercepting and adjusting or blocking the original message. Pavlik (2007) (2007) Pavlik or blockingand adjusting original the intercepting gatekeepers message. traditional 2.0 technology Web of with the advent change seen of the much in public relations, that, contended organization the and directlyonline “communicate becausecan public the now control, in message is 10). p. (Pavlik, can entirely” be left out of the conversation farmers allowed have Internet-enabledof use and phones home the in Internetin access increase and The use of social media in agriculture 2009). (Sutter, networks social to online access greater opportunities for farmers more among provides than checking when to and knowing the weather tools media social using of farmersare number who in agriculture and others growing “A sellgrain. send out information and educate about agriculture” the public each other, with to communicate media using social “are farmers Hoffman (2009) said that and ranchers 3). para. 2009a, (Rodriguez, type is one of social media Twitter and 3), (para. to build bridges of understanding with consumers” beginning to embrace. agricultural are communicators

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 3 ! Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 8 Journal of Applied Communications, Volume 94, Nos.

Key Features of a Twitter Homepage. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen Figure 1.

Since its development in 2006, Twitter has grown immensely in use. It had approximately 18 approximately had It immensely in use. grown has Twitter Since in 2006, its development Who Uses Twitter? users in 2010 million adult 26 users in Septembermillion adult to reach 2009 and is predicted users applications younger that in networking social other from contrasts Twitter 2009). (eMarketer, popularity an older genera- has been driven by Twitter’s not drivingare the popularity of the site. originally for creators way a provide believedwould site the Twitter’s Although teenagers. tion—not to the outside ideas and questions of a tool to broadcast more it has become in touch, people to stay 2009). need fewworld (Miller, a product—a have teenagers or to market use a third-party application such as Twitpic (http://twitpic.com), TweetPhoto (http://tweetphoto. TweetPhoto (http://twitpic.com), Twitpic third-partyuse a application such as and yfrog (http://www.yfrog.com). com), Professional Development Professional Published by New Prairie Press, 2017 Professional Development 4

)'#$ Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 9 Journal of Applied Communications, Volume 94, Nos. (#$ '#$ %%#$ %&#$ Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal !"#$ 18-24 25-29 30-49 50-64 65+ Adults All

. Percent of online adults who use Twitter or another status-updating website. Twitter or another status-updating Figure 2. Percent of online adults who use (Lenhart et al., 2010)

Agricultural might start communicators out in the friend and/or information seeker categories Despite the apparent popularity of the site based on the large amount of traffic and growth, popularity and growth, Despite the apparent amount of traffic the large of the site based on or might even serve intentions multiple might have in roles different Twitter A single user of The Pew Internet & American Life Project found that 19% of American adults (Fox, Zickuhr, Zickuhr, found American 19% of that Internet American & (Fox, adults Life Project Pew The

Twitter’s Value Value to Agriculture Twitter’s Whether the on putting a face it’s but should branch category. out into the information source dispelling myths about covering agricultural news, and branding, marketing agricultural producer, Zarrella (2009) analyzed 4.5 million Twitter accounts to find that 56% of users are not following that 56% of users are to find accounts Twitter Zarrella (2009) analyzed 4.5 million Martin a (2009) foundwho open users of 60% that nevertweeted. have users 55% of and anyone Although it is unclear most why within the next month. to the account not return do account Twitter about suggestions offered have people some active, not to keep their accounts users decide Twitter tweets and interesting informative, entertaining, (2009) reported creating that John St. the trend. and maintaining an audience of fol getting - Also, short. are even though the messages time, requires because Twitter people decide not to use said some (2009) Parrack poses a challenge for users. lowers to use it. or how what it does, they do not understand what it is, users often main fall into three Twitter (2007) reported that but Java et al. communities, different often Information sources have and information seekers. friends, information sources, categories: of this the time At as they normallyhigh interest. updates of valuable provide followers, multiple follower which includes a user’s category, “friends” fell into the Twitter on most relationships report, he or she tries- with whom and acquaintances to maintain a con co-workers, friends, base of family, those who post rarely information but follow seekers are regularly Finally, and relationship. nection to keep up with the world. & Smith, 2009) and 8% of teens ages 12-17 (Lenhart, Purcell, Smith, & Zickuhr, 2010) use Twitter Twitter 2010) use & Zickuhr, Smith, Purcell, (Lenhart, 12-17 8% of teens ages 2009) and & Smith, The formor another or view status updates provide social media to of of others. the status updates can Figure be seen in breakdown 2. the age majority 18-24; ages users are the adult of

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 5 My passion My passion Twitter allows a follower follower a allows Twitter Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 10 Journal of Applied Communications, Volume 94, Nos. information provided by agriculturalistsinformation by could help others gain a better under- provided Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen The

Although it may be too early to assess the impact on public opinion as a result of agriculture’s be too earlyAlthough it may of agriculture’s as a result opinion public on the impact to assess

Applying the main intentions Twitter users have ( Java et al., 2007) to agriculture, farmers and ( have users 2007) to agriculture, Twitter al., Java et Applying intentions the main Aside from the farmers themselves, agricultural groups are also taking action on Twitter. Ameri- Twitter. on also taking action agricultural are groups the farmers themselves, Aside from customers their and organizations, businesses, can among now established be connections More (2008) Coombs Twitter. emerging on Crisis using social media is another area communication agriculture, conversing with ag- and non-ag publics, monitoring public opinions, or participating in monitoring public opinions, publics, non-ag ag- and with conversing agriculture, 2009). for has value (Payn-Knoper, agriculture Twitter risk and crisiscommunications, Agriculture Individuals in Uses for a on happenings information could post understand the day-to-day to help the public producers cur- on their perspective provide agricultural practices, regarding questions a follower’s answer farm, all or complete of the identi- websites, link to other recommended the industry, issues facing rent agriculture about tweets “at_the_farm” user Twitter example, For Twitter. for intentions using fied “ the bio: reads page profile On the user’s and livestock farm. crop a row and living on is agriculture, No farmers No food! My husband, kids, & I row crop, raise cattle, grow pigs, & sell pigs, grow raise cattle, crop, & I row kids, food! My husband, farmersNo No is agriculture, 2010). (at_the_farm, ask” just farmabout life, more know to Want seed. life he or she is followingthat person’s updates of person because with the to connect of the regular 2009). (Comm, standing of how food and fiber is produced, dispel myths about agricultural practices, and combat and combat dispel myths about agricultural practices, is produced, foodstanding of how and fiber publicitynegative in the event of an agricultural crisis. and Businesses Organizations Agriculture Uses for Individuals in Bureau Farm Ohio while and Twitter, like media social using in active been has Bureau canFarm 100 surpassedit organization by national the 2009, June in Twitter on onlypresence its announced October after in activity state amendment that by followers an increase due to a proposed seeing a maintains “FollowFarmer” User 2009). livestock care (Vaughn, to regulate a board create would than which currently more lists Twitter, database of agricultural organizations and agriculturalists on - “FollowFarm This number only for accounts those users who directly contact accounts. Twitter 800 agricultural Many commodity organiza- is it exhaustive. no means so by to be included in the list, er” and the Pork Grains Council, U.S. (NCBA), Beef Association Cattlemen’s such as the National tions, including agricultural Even news organizations, tool. as a marketing Twitter used have Checkoff, of agencies Many accounts. Twitter have and Brownfield magazine, Drovers Journal Media, Farm agricultural to relay informa- Twitter also use the United States Department of Agriculture (USDA) tion. 2009b). the effort to use the technology (Rodriguez, no signs of slowing shows use of social media, unblocking are social executives number of company A growing Twitter. of the advent than before - because and to utilize communica of potential business benefits a free in the workplace networking can the staff and team dialogue among be used to encourage Twitter 2009). (Brenner, resource tions to make is using social media Company Kraft Foods 2009). of a business or organization (Comm, $100 families and raising approximately of its efforts people aware meals for in providing U.S. more Kraft of its service make others aware efforts, To million every for community organizations. year all asked its employees and in October 2009, projects, and volunteer developed a video about its goals 2009). sites (York, social networking their personal to post the video on Uses for Risk and Crisis Communication be- and videos are feeds, RSS podcasts, blogs, think about how now stated that crisis must managers Professional Development Professional Published by New Prairie Press, 2017 Professional Development 6 for a brief time until resources for a brief time until resources image Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 11 Journal of Applied Communications, Volume 94, Nos. Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal

The agricultural industry could benefit from using social media, particularly Twitter, in relieving relieving in Twitter, particularly agriculturalThe industry media, social using from benefit could (2009) identi- Moon for spammers. venue the site an attractive makes Twitter The very of nature announced Twitter 2009, 13, October On Twitter. by unnoticed not gone spam have Issues with high- Numerous Twitter. to the utility others also pose a threat of Individuals impersonating - Twit often tweets legitimate of number sheer the a managing makes Spamaside, imposters and When - over site itself. Twitter users also occasionally the technical from face problems Twitter

become available to complete the process. To stay abreast of technical issues on the site, Twitter users Twitter of technical abreast the site, issues on stay To the process. available to complete become Twitter The at http://status.twitter.com. status page Twitter or check the “twitter” can follow user 2009). occasionally but problems arise (McFedries, site is continually reliability, updated to improve ing used to accelerate and combat a crisis situation. He said crisis He said can managers tools social media use a crisis and combat to accelerate ing used situation. for warningto search and post-crisis crisissigns of an emerging crisis phases and monitor response to check crisis efforts any management how being received. are processed peanuts from 2009 that resulted in outbreak salmonella The nationwide crisis situations. to inform the public and Drug (FDA) Administration Food the U.S. prompted at a Georgia plant provide and act must While FDA the peanuts. processed the containing recalledabout products - Twit to use this particular case led the FDA contamination, food-related information any in prompt Twitter, using This was a smart people are many considering move how the recalls. ter to announce - re could continue and other media outlets who television stations, including at newspapers, workers and other Twitter In addition, 2009). FDA, on (Eye laying the important the FDA information from publicity negative been brought in agriculture that has also been used to fight have social media sites such as the Human Society individuals and groups by on of the United States (HSUS) and People the Internet used which to portray have farmers in a (PETA), of Animals Treatment for the Ethical 2009b). light (Rodriguez, negative Potential Downfalls and clue- straight cons, community: twitomercials, Twitter types three fied the of spammers within to promote accounts create Businesses likened to television infomercials. are Twitomercials less cons. Straight described are as those cons about the products. to followers “over-tweet” then their products, such as in get-rich-quick who use overt contribute sources, attempts to funds to non-legitimate but un- try in their businesses, to invest to entice people like straight cons, Clueless cons, schemes. like straight they cons often lack the basic business vocabulary to make the spam appear legitimate. oftenClueless cons with legitimate tweets. tweets mix spam By clicking community. Twitter spam within the of proliferation the a newto slow to attempt feature tweeting is then blocked account from The questionable users can as spam. flag an account a button, , (Twitter Team and Safety Trust Twitter’s by to or following the reporting user and is investigated 2009). celebrities’ using accounts Twitter up setting individuals with problems celebrities faced have profile initiated a verified A Twitter Twitter accounts feature. this problem, combat To 2009). names (Rao, - Veri Twitter. identity for by verification user facing his or her account to submit imposters is invited n.d.). (Twitter, page profile the user’s on labeled with badge are accounts fied and followers. or ways tweets to manage 20 filters, (2009) identified Catone difficult. ter account more by tagged Tweets that allows users to tag their favorite tweets. feature offers a favorites Twitter often user as favorites are than one of interest. whale” “fail site displays infamous a now Twitter the loaded,

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 7 Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 12 Journal of Applied Communications, Volume 94, Nos.

creator of #agchat. Agricultural communications consultant; media A Farm Bureau leader in using Twitter and other social tools to communicate agriculture. Milk and food producer, social media “agvocate,” animal welfare specialist. National and Midwest agricultural news. National and Midwest agricultural multiple animal Animal Agriculture Alliance represents and organizations and tweets agricultural companies, producers, about issues in livestock production. office provides one example of Illinois Cook County Extension how Extension can use Twitter. organizations and Maintains a database of agricultural agriculturalists on Twitter. USDA “Be Food Safe” campaign educating consumers about the importance of safe food handling and reducing the risk of foodborne illness. Brief Description and President of Professional agriblogger, farm podcaster, ZimmComm New Media. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

When setting up a Twitter account, a user must first recognize his or her purpose for the account. recognizepurpose her or his first for account. the must user a account, Twitter Whena up setting OhioFarmBureau RayLinDairy

USDA_AMS_NEWS USDAFoodSafety USDA Agricultural Marketing Service news. cookcountyext FollowFarmer mpaynknoper AgNews animalag Table 1 About Agriculture Users to Follow Who Tweet Recommended Twitter Username AgriBlogger Gaining Followership Gaining type and account the of name the should tweets of Whetherforis pleasure, or business account the be closely must Twitter username on A person’s 2009). the user (Paulson, of match the intentions After and a username is created 2009). (Comm, or her and easy to remember associated to him and organizations through contacts, up established friends, look a user should is established, profile users to follow in a list of recommended 1 provides Table names or keywords. forsearching specific briefagriculture and a or organization description that person does. of what Advice for Using Twitter Using for Advice Professional Development Professional Published by New Prairie Press, 2017 Professional Development 8

related businesses, -

497 agriculture organizations, government agencies, media, pundits and 329 farmers ranchers and 74 university extension offices and agents 118 agricultural journalists Brief Description Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 13 Journal of Applied Communications, Volume 94, Nos.

ranches

- farms agriculture - - in

- journalism - Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal

Once a user adds a few contacts, he or she can look at who those contacts follow and consider fol follow- consider and canhe or she contacts those at who look a fewadds a user Once contacts, events to group which way is an effective “#hashtags,” the use of is Twitter of feature Another - trueis as com other any in purposeher or his and for tool, the using Twitter uses who matter No

Voices Agriculture in http://listorious.com/PoppyDavis/voices University Extension http://listorious.com/urbangarden/universityextension

Ag Journalism American Ranches Farms and http://listorious.com/PoppyDavis/american Table 2 Users Twitter Lists of Related Agricultural Listorious Name http://listorious.com/FollowFarmer/ag lowing some contacts from those lists. Hopefully, these people will return the favor, and the user can and the the favor, people will these return Hopefully, those lists. from contacts some lowing Twitter users can way The most powerful on win followers begin developing base. her follower his or most important and the anything when doing on remember thing to is to follow them themselves, and valuable. fun, that is interesting, content the Internet is to produce and Efficiently Effectively Tweeting and when A hashtag is a keyword, postings. about events tweets to or group or topics and respond ex- For 2009). it will of pop up (Paulson, ahead “#” all with the tweets for a keyword, people search typically are H1N1 about tweets experienced organizationor users communicators by tagged ample, In a tweet, This helps organize in following particular for tweets users interested topics. with #h1n1. feed of live with a page Twitter a When click users the hashtag will turn into a clickable it, on link. allows for information Twitter on The use of hashtags with the hashtag will appear. tagged tweets 3.0 Web toward which contributesprogress to the searchable, organizationmore makes topics and 2009). (Cameron, - Fol effectively. across skill the message it takes some to get or use of media outlet, field munications users can assist other users in meeting their messaging goals. Twitter the tips of experiencedlowing users that gives offers option an Twitter to allowing its users to choose favorite tweets, In addition can lists a user create With this function, the ability to organize they the accounts follow into lists. drop- a use and follows, she or he users of list complete the to go interest, of areas specific formore help organize the Twitter tools within These added list. created menu to assign each user to a down users can follow or Twitter several 2 provides agricultural lists related Table 2009). chaos (Mansfield, agricultural additional contacts. use to find

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 9

Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 14 Journal of Applied Communications, Volume 94, Nos. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

Specifically in the agricultural industry, users with an interest in agriculture and food-related is- food-related agriculture and in an interest with users Specificallyagriculturalin the industry, - allow for like-minded people to join in conversa Twitter, users of by created or groups Twibes, From the standpoint of the public or target audience, Twitter users consider many factors in factors many consider users Twitter From audience, target or the public of standpoint the Shorthand is often necessary write to help people within the posts that stay concise tight and username means the user is replying to a tweet publicly of a person’s front in “@” Simply putting feeds hashtags based on 3) can specific also help in creating Table Third-party applications (see sues can tune in to a live chat on Twitter every Tuesday from 8 to 10 p.m. (Eastern Time) and discuss (Eastern 8 to 10 p.m. from Tuesday every Twitter sues can chat on tune in to a live foruma with users chatsThese provide share to feed. “#foodchat” or “#agchat” the on topics current and opinions. insights, advice, The twibe http://www.twibes.com/ for accessing agriculture (located by topics. about different tion A feed that a forum provides group/Agriculture) for taking part each week. in the agchat discussions can tweets at http://twubs.com/agchat. be accessed also “#agchat” pulls all evaluating tweets from businesses and organizations. Recent usability research suggests one of the of the one suggests usability Recent research and organizations. businesses evaluating from tweets updates out crowd updates that is too-frequent businesses from with tweets annoyances top public’s updates or management infrequent selling of products, aggressive are Other annoyances friends. by 2009). and poor choice (Nielsen, of username and/or logo of communication, such can shorten Users shorthand using posts by symbols, 140-character (including limit. spaces) shortenconsider should also - Users for numbers. of words and numerals instead “&”, and “=” as Many n.d.). ing links using http://tinyurl.com (Grammar Girl, websites link-condensing and other forthe Tweetie and TweetDeck (e.g., Twitter to access used are 3) Table third-party applications(see the fly and shorten on typed when they URLs are into or copy-pasted Echofon for Firefox), iPhone, of highlight tweets friends into groups, Twitter third-partyThese applications also organize a tweet. These services with links. and highlight tweets to the user, interest of limited tweets remove interest, users easier. to make following tweets multiple all designed to filter are Tweets with Users and Monitoring Interacting if a user found a example, For or is simply that person him or her in a tweet. mentioning posted by “@username would that user might tweet: be of particular to a follower, may that page interest Web Facebook a friend’s This is similar to posting a note on like this articlehttp://tinyurl.com/yhte5mc.” private, allow for messages personal, direct On the other hand, public. are wall in that these replies through is akin to sending a message This function users. two between communication one-on-one If a user it is still limited to 140 characters. Twitter, through however, in that it is private; Facebook which can achieved be by “re-tweeting,” is called this function tweet, another person’s wants to repost “Retweet” and attributing the tweet with to its author or simply the tweet selecting “RT” a placing that are tweets valuable users should strive to create Twitter within each posted tweet. as an option 2009). (Mansfield, re-tweetable for and searched using can be monitored Keywords like to continuallythat the user would monitor. to be have and these do not (http://www.twitter.com), page the home engine on search Twitter’s tracking is a particularly Keyword useful tool for of the word. hashtags with the # symbol in front in a time of crisis practitioners kind of issue management. or in any public relations Professional Development Professional Published by New Prairie Press, 2017 Professional Development 10

day party

- -

on that allows users to tweet tweet to users allows that on

- hrough iPhone “Apps” store).

Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 15 Journal of Applied Communications, Volume 94, Nos.

on that allows users to tweet and view view and tweet to users allows that on - text tweet. text

http://twitter.com. applications compatible withTwitter. Brief Description Listfree of and analytic tools paid tomeasure your impact.Twitter feed’s Some, like http://objectivemarketer.com, free include 30 trials. Internet Explorer add Explorer Internet Firefox add to going without browser their through tweets http://twitter.com. Allows users to manage multiple accounts, Twitter A social media guide that provides tips for filtering tweets. to Twitter username Allows their users login with password, uploadand their photos, prompt and their to link a sending by photos the to view followers them in a are they as posts blog to link a tweets Automatically created. content on based groups Twitter are Twubs aggregated from #hashtags. Categorized descriptions of of hundreds third and view tweets through their browser without going going without browser their through tweets view and to lists, tabbed into follow they feeds twitter organize set up keyword tracking, view statistics, run and software) (or from all installed analytics online one interface.user toAllows users Facebook selectively update their Facebook a is This Twitter. through status account. Twitter a with works that application Condenses URLs into shortened hyperlinks so that do notthey take many of up as 140 the characters. Similar to HootSuite, except software to the needs for application good a Also computer. a on run iPhone users (search t

Party Applications to Help With Efficiency Efficiency With to Help Applications Party

Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal

http://tweetie.cloudberrylab.com Where to Find Free Twitter Third for Explorer Cloudberry Internet TweetIE Table 3 Application AnalyticApps http://twitter.pbworks.com/AnalyticsApps Hoot SuiteHoot http://www.hootsuite.com Twubs http://twubs.com Twitpic http://www.twitpic.com http://echofon.com/twitter/firefox Echofon for Firefox Echofon Mashups http://mashable.com/2009/07/03/twitter- filter Status Twitter Selective http://apps.facebook.com/selectivetwitter Twitterfeed http://twitterfeed.com Unofficial Twitter Wiki http://twitter.pbworks.com/Apps TinyURL http://tinyurl.com TweetDeck http://www.tweetdeck.com

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 11 - - - - Table 3). Table Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 16 Journal of Applied Communications, Volume 94, Nos. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

backs.com), http://www.flickr.com/photos/tags/twitterbacks, or http://www.twitterbacks.com. backs.com), http://www.flickr.com/photos/tags/twitterbacks, using some basic principles of able to improve the likelihood they will be re-tweeted. Consider psychology to improve your engagements (see Sexton, 2010). Explore third-party applications to help manage and filter tweets (see Explore third-party applications to help manage and filter tweets analytical tools (http://twitter.pbworks.com/ Twitter Measure the return on investment using that measure re-tweets, mentions, followers, and AnalyticsApps or http://www.hootsuite.com) several other indicators of impact. Include hashtags in your tweets so they can be easily searched by others looking for a similar Include hashtags in your tweets so they can be easily searched by topic. helps users gain followership. Using hashtags, re-tweeting, and mentioning users (@username) to follow. in agriculture 1 and 2 for people or organizations Tables See Do not overload your audience with annoying messages. Make your tweets interesting and us Do not overload your audience with annoying messages. Make your Create a unique Twitter background using Photoshop (guidelines available on http://twitter background using Photoshop (guidelines available on Twitter Create a unique build your list of followers. Use the “favorites” and Search for people to follow to quickly who you follow. to organize Twitter “lists” features in Beware of spoof accounts if your organization or business is well known. Consider creating ac organization Beware of spoof accounts if your Be clear about the purpose of your Twitter account and select a username that is both descrip account and select a username that Twitter Be clear about the purpose of your Test it by having Twitter account. is easily identifiable for the Use a simple logo or image that seconds to see if he or she can easily identify it. someone look at it for a couple of Develop a social media strategy that includes specifics for Twitter. For a general guide, see Twitter. that includes specifics for Develop a social media strategy (2009) for a detailed template. Williams (2009) and Morgan tive and memorable. full names) if only to name (e.g., acronyms, organization’s counts using alternate forms of the Also check for verified accounts (http://twitter.com/ Twitter page. redirect people to the official help/verified). Finally, as with any new type of outreach, evaluating Twitter’s value to an organization value to is para- Twitter’s evaluating new as with any type of outreach, Finally, • • • • • • • • • • Quick Tips Quick for Twitter Use • Evaluating Impact Impact Evaluating earlier As mentioned in the article, strategies. communication the organization’s adjusting mount to - com when viewedbe elusive as may value potential its such, as and tool, relations public a is Twitter Twitter of the features However, investment. on of return interpretations business to standard pared Web several Because it is online, which and value. with to glean impact tangible measures more add to their followers 3) can (from travel tweets collect far data about how Table analytical tools (see stakeholders; or audiences, with customers, interactions number of re-tweets); via social networks key in the issues and the salience of a brand or organization’s time; over changes followership how media strategy social A defined should include of measures just to point out a few. “Twitterverse,” useful for im- demonstrating are paid or free, whether analytic and applications, Twitter, success for n.d.). (Duncan, pact Professional Development Professional Published by New Prairie Press, 2017 Professional Development 12

listen Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 17 Journal of Applied Communications, Volume 94, Nos. Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal the organization will use it. Morgan (2009) provided a brief Morgan (2009) provided overview to imple- of how the organization will use it. why

It is important to remember that not all audiences use Twitter, so organizations should supple- Twitter, It is important that not all audiences use to remember Agricultural communicators should develop a plan for social media that includes Twitter and Twitter Agricultural should develop a plan for communicators social media that includes Social media use requires both creativity both and strategySocial requires media use develop to mes- and effective an accurate as Twitter see Aupdates, status especiallyFacebook familiar with more those of people, lot the over growth will its explosive continue Twitter and industry research Based on perspectives,

ment a social media strategy, and Williams (2009) shared a detailed template for Twitter specifically. specifically. Twitter Williams and a detailed template for (2009) shared ment a social media strategy, can and brings be time consuming up the impor- Twitterverse and staying top of the on Tweeting Twitter’s is critical Measuring investment on to evaluate the return “Is this worth it?” tant question: - time to build a successful pres in mind that it takes keeping worth for an individual or organization, business to traditional intangible compared be viewed as more may Twitter While the value of ence. analytics its business value to measure can a data-driven approach provide Web of success, measures n.d.). (Duncan, capabili- Twitter’s mediums. and traditional YouTube) Facebook, ment other social media tools (e.g., to their audiences. The listening aspect will increase so that organizations can aspect will and businesses The listening increase bet- to their audiences. crisis to in role communication will a major play Twitter needs. their audience members’ ter predict information quicklyas provide networks. social because possible as information through faster travels themselves find may 2.0 companies Web 2.0 technologies, While Internet users currently utilizeWeb 3.0—making informa- Web use of making innovatorswho are Web of transformedwave another by common people who share 2007) and connecting (Metz, and process understand, easier to read, tion links, With organize and lists to better the use of hashtags information, 2009). (Cameron, interests Web media into this new of semantic is helping take social realm Twitter and conversations, news, than people among connections for more allowed 2.0 applications have Web Because technology. 3.0 will allow for a new of technology generation Web but they will to be used, continue ever before, a might be considered Twitter While 2009). efficiently (Hendler, data and ideas more that manages products 3.0-related Web the transition to implement more use, step forwardWeb of in the future 2008). forms market for them (Hendler, until a stronger could be delayed and how sage. Although learning the Twitter applications and features can take time, Twitter is still a fun, is still a fun, Twitter can applications features and take time, Twitter Although learning the sage. has Twitter 2009). (Mansfield, communication online to strengthen tool that is helping valuable that simplicity (2009) argued Comm and - has con it is simplistic, the idea behind but features, many to let everyone happy what they know people are Twitter, “On tributed parta large to of its success. 29). p. (Comm, to” asked them Twitter not because that’s but forhad lunch, especially from criticism, Common lives. updates of people’s status than mundane nothing more “Why little like this: sounds a for schmoe had breakfast?” I care about what some should newcomers, highly for ways looking updates like that are cus- to help potential appealing to marketers Actually, or publicize seemingly these products their discover through brand their tomers to their networks per- limited a is details only personal provides pointless Twitter that idea The updates. “mundane” which is transferable to situ- updates, real-time the idea of providing built on was Twitter spective. about a legislative tweeting members of Congress River, the Hudson like the jet landing on ations has recognized this Twitter or trade conference. of a speaker at a research coverage or live proposal, “What from to post a tweet shift the box above is used and changed the question social media in how its use. the transition in to reflect “What’s to happening?” doing?” you are Businesses and organizations will use it to inform and it begins to level out. before next year Discussion/Conclusions

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 13 Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 18 Journal of Applied Communications, Volume 94, Nos. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

Web Web 2.0, Web 3.0, social media, public Twitter, relations, crisis communications, agricultural “People and organizations are threatened by the idea of opening themselves the idea of opening the non- up to being by threatened organizations and are “People as Lefebvre sug- (2007) Agricultural need to shift communicators their thinking to recognize, Agricultural need to open themselves communicators up to the idea of being a part- of the con This article to be a starting is meant point for considering agricultural who are communicators Keywords communications ties as a public relations tool means agricultural means tool and engage it to be using need to communicators relations as a public ties that recognizing Furthermore, to their organization. variousmonitor interest and issues of publics but rather which a tool with to interact not a hypodermic is needle information, to deliver Twitter difficult. yet is critical, with publics, and of it), and choreographers the directors (as opposed to part a mere of the conversation experts, What people and organizationswho try – not the source. of communications to being the recipients in this newto play world rules with their old worldnetworked is that the discover a very is also not 38) p. 2007, (Lefebvre, forgiving place.” formerly that the people of information than sources as the audience might be better known gested, want people no longer at their fingertips, Twitter With tools like officially sanctioned. those who are Public relations of agriculture. participants active in the conversation instead, but to be audiences, fall of those categories) into both would impacted have social media (Twitter blogs and practitioners’ instantaneous because they more encourage communications “made in that they have the profession 16). p. 2009, (Wright & Hinson, quickly more organizations to criticism” to respond can be a tool that shapes Twitter When used strategically, not just the orchestrators of it. versation, and publicly a viable agriculture operates how to remain and ultimately, strategies, communication offers- com Twitter When mediums, communication supplemented with traditional valued industry. the selection However, 2009). new audiences (Wrightmunicators the potential to reach & Hinson, technologyand use of communication purposefully be done must to given with full consideration downfalls that some does have Twitter and the capabilities of the tool. audience member preferences - Twit of the impact is still needed to measure research Additional be recognized and overcome. must the characteristics to research be interesting It would outlet in agriculture. ter as a communication is indeed Twitter or agriculturalof individuals who follow producers organizations to determine if with agricul new it can public engagement - how reaching audiences and to see be used to increase tural issues. agricul provides - Twitter When used effectively, efforts. in their communication Twitter the use of tural with another medium to tell communicators the story of agriculture—140 characters at a time. Professional Development Professional Published by New Prairie Press, 2017 Professional Development 14 , 106-108. , 41(1), Computer Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 19 Journal of Applied Communications, Volume 94, Nos. , A. (2009, October 21). Twitter and status updating, Fall 2009. Re- 2009. Fall and status updating, Twitter October 21). (2009, A. , Smith Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal [Twitter profile]. Retrieved February 14, 2010 from http://twitter.com/at_the_farm 2010 from Retrieved February14, profile]. [Twitter , K., & K., , Zickuhr

Retrieved from http://www.fb.org/index.php? Retrieved from eration. Workshop. and 1st SNA-KDD WEBKDD of the Joint 9th Proceedings and communities. 31-42. 13(3), Quarterly, Marketing Social audience. Retrieved Internet & American Life Project. Pew adults. internet teens and young use among http://pewinternet.org/~/media//Files/Reports/2010/ from 2010, February 14, http://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprofit_organizations . Retrieved from http://www.itbusiness.ca/IT/client/en/home/News.asp?id=54933 Retrieved from Business. http://www.workingthree.com/internet/twitter-is-the-start-of-web-30 from http://mashable.com/2009/07/03/twitter-filter http://www.instituteforpr.org/essential_knowledge/de- Retrieved from Crisis communications. tail/crisis_communication_and_social_media Inc. Wiley John & Sons, for http:// Institute Public Retrieved Relations. from A methodological approach. outcomes: www.instituteforpr.org/files/uploads/ www.emarketer.com/Article.aspx?R=1007271 posted to http://www.eyeonfda.com/eye_on_fda/2009/02/twitter-communica- Message recall. tions-in-a-time-of-crisis-the-great-peanut-recall.html trieved from Pew Internet & American Life Project: http://pewinternet.org/~/media//Files/ Internet & American Life Project: Pew trieved from Reports/2009/PIP_Twitter_Fall_2009web.pdf twitter-style-guide.aspx , S.,

, 111-113. , 42(1), Computer 3.0 emerging. Web (2009). J. Hendler, Bureau Fed- American Farm media bridges consumer-producer Social gap. July 20). (2009, A. Hoffman, fuseaction=newsroom.focusfocus&year=2009&file=fo0720.html microblogging Understanding usage Twitter: Why we (2007). B. Tseng, & X., Song, T., Finin, A., Java, as the participantThe newThe consumer rather technology: than target (2007). C. R. Lefebvre, Social and mobile media February). (2010, K. & Zickuhr, A., Smith, K., Purcell, A., Lenhart, PIP_Social_Media_and_Young_Adults_Report.pdf posted to Message organizations. tips for nonprofit Twitter 10 11). March (2009, H. Mansfield, Fox at_the_farm. (2010). (2010). at_the_farm. IT Social security networking of mind for concerns top businesses. 19). October (2009, B. Brenner, Retrieved message]. log the start3.0? [Web of web Twitter Is Re: April 27). (2009, C. Cameron, posted to . Message tweets your 20 ways filter to better better: Twitter July 3). (2009, J. Catone, project: Essential knowledge social media. Crisis and communication April 2). (2008, T. Coombs, NJ: Hoboken, one tweet market your at a time. dominate to How power: Twitter (2009). J. Comm, analytics business web media on of earned online the impact Using to measure (n.d.). S. Duncan, Seth_Duncan_Web_Analytics.pdf http:// Retrieved from surpasses usage . earlier estimates Twitter US September 14). (2009, eMarketer. in a time of crisis peanut – the great communications Twitter February 2). (2009, FDA. on Eye References . Retrieved from http://grammar.quickanddirtytips.com/ Retrieved from Strunk. and twite Grammar Girl (n.d). Chicken farms the semantic web. on 3.0: Web (2008). J. Hendler,

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2 Professional Development 15 Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 20 Journal of Applied Communications, Volume 94, Nos. Allen et al.: A Little Birdie Told Me About Agriculture: Best Practices and Fut and Practices Best Agriculture: About Told Me Birdie A Little et al.: Allen

to http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long- term-growth/ http://www.nytimes.com/2009/08/26/technology/internet/26twitter.html Retrieved from posted to http://mashable.com/2009/06/15/twitter-scams jmorganmarketing.com/rolling-out-a-social-media-strategy http://www.useit.com/alertbox/streams-feeds.html Retrieved from Alertbox. Jakob Nielsen’s http://www.dailycamera.com/features/ci_13169356 Retrived from posted to http://tech.blorge.com/Structure:%20/2009/03/12/understanding-twitter-why- sage do-so-many-people-fail-to http://www.instituteforpr.org/files/uploads/Pavlik_Mapping_Conse- Retrieved from . Relations quences.pdf causematters.wordpress.com/2009/06/10/twitters-business-value-to-agriculture posted to http://www.techcrunch.com/2009/06/06/facing-lawsuits-and-complaints- Message from-celebs-twitter-launches-verified-accounts http://www.fresnobee.com/local/story/1670850.html from 2009, Retrieved October 14, http://www.modbee.com/ag/story/896554.html from http://www.socialmediaexaminer.com/6-powerful-social-media-persuasion-techniques http://www.instituteforpr.org/ Retrieved from for Institute Public. Relations for public relations. files/uploads/New_Influencers_Study.pdf items/1505480-why-people-stop-using-twitter http://www.cnn.com/2009/TECH/07/02/twitter.farmer/index.html Retrieved from com/2009/10/help-us-nail-spammers.html Message posted posted . Message growth to long-term post roadblock quitters Twitter April28). (2009, D. Martin, Inc. Wiley IN: Publishing, and tweets. tricks, Indianapolis, Tips, Twitter: (2009). P. McFedries, http://www.pcmag.com/ Retrieved from . PC Magazine 3.0. Web (2007). C. Metz, article2/0,2817,2102852,00.asp Times. New York Teens. popularity? Not Twitter’s driving Who’s 26). August (2009, C. C. Miller, with junk. Message Twitter 3 ways scammers filling are spam: Twitter June 15). (2009, B. Moon, posted to http://www. Message Rolling a social media strategy. out 29). May (2009, J. Morgan, RSS. and social networks Distributing through content and feeds: walls, Streams, (2009). J. Nielsen, . I do with it? Daily Camera and what do WhatTwitter, the heck is 25). August (2009, H. Paulson, Why – Mes- people fail to? do so many Twitter Understanding Re: 12). March (2009, D. Parrack, of technology for Mapping the consequences . Institute Public public relations on (2007). V. J. Pavlik, posted to http:// Message to agriculture. business value Twitter’s June 10). (2009, M. Payn-Knoper, verified launches accounts. Twitter a lawsuit from and complaints Facing celebs, June 6). (2009, L. Rao, Bee. The Fresno of farmers. crop draws a growing Facebook October 11). (2009a, R. Rodriguez, 2009, Retrieved October 19, Bee. The Modesto Twitter. Ag tries October 17). (2009b, R. Rodriguez, posted to Message techniques. social media persuasion 6 powerful February 11). (2010, J. Sexton, new influencers and implications New media, (2008). Society Research. for New Communications posted to http://www.helium.com/ Message Twitter. Why people stop using (n.d.). K. John, St. CNN.com. Smartphones the farm. on the tractor: sprout from Twittering July 2). (2009, D. J. Sutter, posted to http://blog.twitter. Help us nail spammers. Messages October 13). . (2009, Twitter http://twitter.com/help/verified Retrieved from Verified Accounts. (n.d.). Twitter. Professional Development Professional Published by New Prairie Press, 2017 Professional Development 16 - Journal of Applied Communications, Volume 94, Nos. 3 & 4 • 21 Journal of Applied Communications, Volume 94, Nos. Retrieved from http://blog.hubspot.com/Por Retrieved from State of the Twittersphere. Journal of Applied Communications, Vol. 94, Iss. 3 [2010], Art. 2 Art. [2010], Iss. 3 94, Vol. Communications, Applied of Journal

from http://undertheinfluence.nationaljournal.com/2009/10/ from to http://blogs.cabinetof- posted Message Blog. Digital Engagement Office Cabinet Kingdom fice.gov.uk/digitalengagement/post/2009/07/21/Template-Twitter-strategy-for-Government- Departments.aspx 12th Annual Conference. International Public Research Relations new public relations. on media FL. Miami, http://adage.com/goodworks/post?article_id=139598 Age. Retrieved from Advertising tals/249/sotwitter09.pdf

. Retrieved Under. Influence the media. in social voice find Ag groups 19). Oct. (2009, E. Vaughan, ag-groups-find-voice-in-social.php United strategy for departments. government Twitter Template July 21). (2009, O. N. Williams, analysis An and other of social impact of the increasing (2009). D. M. & Hinson, K., D. Wright, moves online to help hungry. biggest-ever service week E. B. (2009, October 12). Kraft’s York, June). Zarrella, D. (2009,

Professional Development Professional

DOI: 10.4148/1051-0834.1189 https://newprairiepress.org/jac/vol94/iss3/2