Agriculturists Personal and Business Use of Online Communication Tools

Abstract

New programs and efforts are being promoted to help American farmers and ranchers succeed in their efforts, both in their daily operations and in their attempts to reach consumers. Online communication tools may be one way agriculturists can share their stories and market directly to these audience members, but much is unknown regarding the extent to which these tools are being implemented. The purpose of this study was to determine agriculturists' current use of online communication tools for both personal and business purposes. The target population for this study was members of organizations that serve young and/or beginning farmers and ranchers in three states. An online survey was administered electronically to members of seven organizations, and 185 completed questionnaires were analyzed. The findings indicated websites and Facebook are the commonly used online communication tools for personal and business use. Many tools are not used at all for either purpose. A significant correlation was found between the use of online communication tools in personal and business settings. Additional research is needed to further explore agriculturalists' use of these tools for both purposes.

Exploring the Uses and Gratifications of Agricultural Blog Readers

“…Previous research on agriculture's use of social media found those who are providing the information find this form of online communication to be worthwhile and effective (Meyers et al, 2011;Moore et al, 2015;White et al, 2014). However, others have found only a small number of agriculturists are using social media tools (Doerfert, 2012;Shaw et al, 2015). The current study provides valuable insight into a nascent area of research regarding agriculture's use of a specific form of social mediablogs.…”

“…These participants started using social media because they wanted to combat negative or incorrect information about agriculture (White et al, 2014). In a study of agriculturists in three states, Shaw et al (2015) found Facebook was the only social media tool used frequently for both personal and business use. Other social media tools such as Twitter, blogs, and photo sharing sites were used less frequently, and the majority of respondents did not use these sites at all for personal or business use.…”

Journal of Applied Communications vol. 99 (4) Full Issue

“…However, others have found only a small number of agriculturists are using social media tools (Doerfert, 2012;Shaw et al, 2015). The current study provides valuable insight into a nascent area of research regarding agriculture's use of a specific form of social mediablogs.…”

“…These participants started using social media because they wanted to combat negative or incorrect information about agriculture (White et al, 2014). In a study of agriculturists in three states, Shaw et al (2015) found Facebook was the only social media tool used frequently for both personal and business use. Other social media tools such as Twitter, blogs, and photo sharing sites were used less frequently, and the majority of respondents did not use these sites at all for personal or business use.…”

Examining the Social Properties of Oklahoma Agricultural Facebook Pages: A Quantitative Content Analysis

“…While being present and active on social media is important (Bowman et al, 2020;Gibson et al, 2012;Shaw et al, 2015;White et al, 2014), researchers also need to understand what is being shared, especially given that many agriculturalists view social media as an opportunity to promote the industry (Telg & Barnes, 2012;White et al, 2014). This study focused on ingroup and outgroup identity portrayals on agricultural operations' Facebook pages as they have the potential to affect the public's perceptions of agricultural practices.…”