Social Media presents an incredible marketing opportunity for farmers. After several requests from clientele about navigating social media, the Warren County Extension Agents for Agriculture and Natural Resources and Horticulture developed a social media series targeting farmers’ market vendors, agritourism operators, KY Proud partners, and on-farm business owners. Utilizing University of Kentucky resources and industry standards, they created a 4 part series which consisted of classroom instruction, hands-on activities, one on one coaching, and after class exercises to teach marketing principles to increase the attendants’ profitability.

Twenty two businesses participated in the course and their business progress was collected through pre and post surveys and evaluations. During session one, 95% increased their knowledge in Building your Brand: Growing your social media presence. Only 25% of businesses had previously set social media goals, yet after session one, 100% completed the goal setting worksheet for their business before returning to session 2.

Session 2 focused on helping businesses identify their ideal customer. 91% of participants gained knowledge through hands-on experience developing photos and video content to reach their particular customer.

Session 3 was one on one coaching where agents worked with businesses on achieving individualized goals. During these appointments, 10 new social media business accounts were created with the assistance from agents. After this session, 100% of businesses had crafted their brand stories using templates and coaching materials provided. Having this piece will provide them with the foundation for future marketing strategies.

Session 4 focused on converting Social Media into Cash and 100% increased their knowledge. Participants were challenged to implement these strategies during the growing season.

Post evaluations revealed that participants were very eager to learn more social media techniques to help their business grow. One business owner, Pine View Nursery, quoted:

What a great group of teachers who took the time to put this all together! Way more than I expected. The course content was very in-depth and the presentation was excellent. The knowledge of the material by Joanna Coles and Kristin G Hildabrand was obviously extensive. Plus we get a binder with class info and to store all our notes and handouts. Add to that the opportunity to meet one on one for personalized help and guidance. What more could you possibly ask for?!? How about a little pay it forward to invest in our own advertisements in the form of $$$!!!! Your ladies rock! Can't wait for the next one! Thanks so much!

To continue engagement, agents created a social media private group just for participants to serve as a networking forum, technical support and have a way to monitor and share successes. Agents look forward to watching what other successes come from this group!