Does social media matter in communication strategy?

And should you be taking it seriously?

Too often, social media is viewed as a bolt-on to a wider comms campaign, but digital platforms are where key conversations are taking place. If you are not part of those conversations, you risk being left behind, or worse, misrepresented.

The way we communicate is changing. Opinions are increasingly shaped by digital influences, and that includes the farming world. Social media is no longer just a channel for promotion. It’s a strategic communication tool that builds trust, shapes decisions, and protects reputation.

When used well, social media allows brands to communicate directly, consistently and authentically. It enables organisations to bring their values to life, answer questions in real time and remain visible. 

Farmers are not a uniform group. They have different business models, priorities and approaches to decision-making. Some are early adopters of technology. Others may be more cautious but are still influenced by what they see online.

It’s also rarely about influencing one person. Young family members and employees often shape decisions, even if they don’t have the final sign-off. Your content needs to speak not just to the decision-maker, but to the wider circle around them in a way that feels relevant, human and considered.