For every 11 people on the planet, at least one of them has checked out their Facebook news feed today. Think about that for a minute.
The numbers add up to more than 600 million daily users – all looking to interact with friends, family, the latest news, and their favorite brands and organizations. Because of this phenomenon, the way the world communicates is changing; and it is changing quickly. More and more businesses are tapping into social media resources to build relationships and share information. And the need to develop online communities is only expected to rise.
“The audience Facebook has developed in just nine years is incredible,” says Jena Thompson, American Angus Association® assistant director of public relations. “Many of us can barely remember what life was like before social media, and its influence is only going to increase in the years ahead.”
The American Angus Association was an early adopter of Facebook fan pages and has seen tremendous results thanks to its online efforts. Recently the Association watched fan numbers top 50,000 – the largest Facebook audience in the beef industry. The increased fan base allows the Angus breed to reach more than 300,000 Facebook users each week.
“No Facebook user is the same,” Thompson says. “It is interesting to watch different people interact together, whether they are current Angus breeders or folks who have never set foot on a ranch.”
The Facebook page is a source of educational material, industry news headlines and light-hearted entertainment. To keep content fresh, the Association is always looking for new ways to present information. News articles, photos, videos and interactive competitions help keep users engaged with Angus.
“We believe the key to social media is to, first and foremost, entertain,” Thompson says. “When people log-on to Facebook, they can be pulled a hundred different ways. We want our posts to capture their attention and give them a reason to stay connected with us.”
The most popular age group for the Angus Facebook page is 18-24 years old, but more than 50 percent of the fan base is above that age range. Facebook fans also come from nearly 20 countries, including Brazil, Canada and Argentina. Building a platform to communicate with all types of audiences is a huge advantage, the Association believes.
Thompson says the virtual community is not possible without the commitment of Angus fans: “Association staff simply serve as page managers. The members are the reason the Facebook page is successful; without their constant interaction the page would not be the valuable resource it is today.”
Sharing life on the ranch
Serving as a resource for consumers with questions about where their food comes from is also a high priority for the American Angus Association’s social media efforts. The average Facebook user has more than 100 additional friends, and most likely, they are not all connected with agriculture. By promoting ranch videos from the Association’s I Am Angus documentary series, consumers are given the chance to get-to-know the faces and families behind modern-day beef production. A few simple clicks will allow them to meet cow-calf producers, feedlot operators, distributors and retailers.
“Consumers today are curious, and rightfully so,” says Eric Grant, Association director of communications and public relations. “They want to know what they are serving to their family is safe and nutritious. Our YouTube videos and other social media channels are positioned to answer those questions, and shed a positive light on the beef industry.”
The American Angus Association has been on the forefront of marketing for nearly 150 years, and it hopes to continue that reputation as communication vehicles evolve. See an interesting news headline? Post it on Twitter. Have a new calf born yesterday? Better post photos on Facebook. Cook a fantastic beef meal? Pin the recipe on Pinterest. Watch an entertaining video clip? Share the YouTube link with friends.
The Association would love to hear from you.
ANGUS MEANS BUSINESS. The American Angus Association is the nation’s largest beef breed organization, serving more than 25,000 members across the United States, Canada and several other countries. It’s home to an extensive breed registry that grows by nearly 300,000 animals each year. The Association also provides programs and services to farmers, ranchers and others who rely on Angus to produce quality genetics for the beef industry and quality beef for consumers.
For more information about Angus cattle and the American Angus Association, visit www.ANGUS.org.
Source: American Angus Association
