Friday, 30 June 2017

How can social media boost your business?

In a series of social media blogs, Kate Nolan-Burgess, AHDB Social Media Content Executive, looks at how levy payers can benefit by integrating social media into their everyday business. In this first blog, Kate explains how AHDB uses social media to keep levy payers up to date.

“It's so important that British farmers and growers make the absolute most of the opportunities that social media presents to promote themselves and the wider industry!” – NFU Online



With more than three billion internet users – of which more than two billion have active social accounts – social media has become a powerful marketing tool, offering businesses valuable data  about their customers. At AHDB, social media is used by all of our teams and is a key tool to get our work recognised by a large audience.
So before we give you tips on improving your social media presence, let’s look at how we use social media and why.

We use our @AHDB_BeefLamb Twitter account to help us do three key things:

Connect with our audience –Twitter is a quick way to get information out in bitesize chunks. But to make sure it’s the right information, we keep an eye on how well our followers interact with the content we post – do they ‘like’ it? Are there conversations happening around it? This helps us understand the specific needs of our followers in order to provide content they truly want to see and read about.

Reach new audiences locally and globally   Social media makes it easy to connect with current customers and to seek out new audiences anywhere in the world. We’ve discovered experts through social media who can help us share information on their specialism, who we may not have found without social media platforms.

Improve customer service –  Social media functions in real time, so it gives us instant access to feedback and comments from our followers. They no longer need to go through lengthy processes to get in touch with us – we’re just one click away.

On a day to day basis the AHDB social media team will tweet and post content taken from across the AHDB accounts but the key to the success is the analysis. We make sure we look at engagement levels to check what content is performing well and not so well. This then influences our planning, so we’re always keeping an eye out for industry events and consumer campaigns that will help us promote AHDB as an organisation. But as well as having planned content, we must make sure we are reactive. We aim to get back to enquiries as soon as we can and respond to content that will ultimately help our producers in their farm businesses.


Why should YOUR business have a social media presence?


Farming is an industry which can be seen as ‘old-fashioned’ and ‘left behind’, when it comes to aspects such as social media, but in actual fact it couldn’t be further from the truth – farmers embrace technology, with 53% using social media on a regular basis.


In our next blog we look at how using social media platforms can help increase your customer engagement and make you an industry influencer. In the meantime though, we’d like to know how you use social media currently and what opportunities it presents for you? Have your say and tweet us @AHDB_BeefLamb to join in the conversation.