Social media presents an incredible marketing opportunity for farmers. 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 three-part series that consisted of classroom instruction, hands-on activities, one-on-one coaching, and after-class exercises to teach marketing principles to increase the attendants’ profitability.

Seven businesses participated in the course, and their business progress was collected through pre and post-surveys and evaluations. During session one, 100% of participants increased their knowledge of social networks and crafting their brand story. Only 33% 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 content creation and how to convert that to dollars/calls to action within their business. One hundred percent of participants increased their knowledge in scheduling content, engagement ideas, and utilizing social media analytics.  Seventy-five percent increased knowledge of creating content, ads, and useful social media apps.

Session 3 was one-on-one coaching, where agents worked with businesses on achieving individualized goals. Implementing some of the strategies learned in class and then putting them into practice with agents' assistance was beneficial. One participant mentioned that she gained more confidence due to this class and now feels that social media marketing is doable.

In a follow-up survey, participants increased their social media following by 2% to 71%, utilizing techniques learned in the class. One nonprofit has increased its content and activity on its page by sharing content from Warren County Agriculture and has become one of our top Facebook engagers!  One business said that the information gained from the class has helped her increase her social media following, and she has been able to sell all her products through social media.