From the farm to facebook

Red meat producers across Australia are Tweeting while mustering, uploading YouTube videos from the cattle yards and blogging about life on the land, and

User-driven social media allows red meat producers to tell their story and build relationships with consumers and other producers. MLA is supporting the industry to engage in these online conversations through the Target 100 initiative and social media workshops.

Tweeting beef

Fourth-generation Victorian beef producer David Maconochie, 27, attended an MLA social media workshop as part of his participation in Target 100.

The family run a backgrounding and feedlot enterprise at Dunkeld and market its 'Hopkins River Beef' brand to Melbourne restaurants and distributors in Sydney. They also produce the co-branded Coles Finest steak range.

"Target 100 is about having a conversation with the community, so I wanted to learn more about the power of social media and how we can use it to educate consumers about sustainable livestock management," David said.

David is building on Hopkins River's Facebook and Twitter presence by integrating social media into his daily activities. He sees YouTube as the best forum and is creating a bank of videos to upload.

He believes in showing realistic images with an explanation to educate consumers about agricultural challenges and solutions. David is inspired by how restaurants engage customers via social media.

"It's a lesson for livestock producers. We need to start thinking of ourselves as food producers and reconnect to consumers."

Blogging on

For Vicki and Shane Mayne, who manage a Brahman breeding enterprise at Annaburroo Station, NT, social media is a two-way education tool.

After attending MLA's Katherine social media workshop, Vicki and Shane started a blog which has attracted young urban readers.

"We were feeling left behind because we knew a lot of information was available through social media," Vicki, 40, said.

"As well as learning more about our industry, we are being educated through our blog about what our audience knows about the livestock industry."

Remote technology is a challenge but the Maynes are persevering.

"We started blogging to support our industry, but now it is integrated into our daily activities. Shane takes the camera out to take photos for the blog, and collaborating on the blog has helped our own communication at home."

Facebook friends

Facebook is the tool of choice for Kylie Stretton, 31, who runs a livestock agency and small trade steer and bullock enterprise at Charters Towers, Queensland, with her husband Shane.

MLA's Charters Towers workshop fed Kylie's existing social media interest.

She administers three Facebook groups: Save Live Export, which has 2,900 members; Rural and Remote Australian Women, a 'virtual kitchen table' for 130 women; and Ask an Aussie Farmer, which has had 1,360 'likes' since launching in March. She also runs a blog.

"Ask an Aussie Farmer is a great example of how the whole agricultural industry can unite through social media," Kylie said.

Source: Meat & Livestock Australia, 27 July 2012