The Big Picture
Posted by nextgenhorticulture
Recently while speaking with a diverse group of professionals in the industry, and trying to explain the reason why Social Media is important to our industry, something occurred to me. People really don’t understand why they should be involved in Social Media. To be honest for a long time I didn’t either. However, the more you look at what works and what doesn’t you start to realize why you’re actually doing what you’re doing. To start off: if the reason that you are involved in Social Media is simply because your competition has a Social Media campaign, then you are missing the big picture here.
When instituting a Social Media strategy, you must place your goals not only in the metrics side of things (i.e. analyzing traffic and engagement), but also in the overarching reason of why you should be on Social Media in the first place, to connect to future generations of the population. The problem for our industry and a lot of other industries out there is not that we are technologically advanced. We as an industry have all the technologies available to make us fully competitive for the time in the lives of younger individuals. What we lack is the sense of communication. This is where Social Media comes into play.
One of the problems that a lot of people face when looking into Social Media is that they see it simply as an advertising tool. They see it as a place for pictures, or a place to announce current sales. They aren’t grasping the real reason why Social Media is becoming more than a fad. Social Media is not a channel for advertising, but is rather a tool that expedites the entire marketing channel. It allows customers to communicate directly with a business about a good or service. It allows customers to communicate directly with other customers as well – without ever getting out of their chair.
Never before have people been able to give so much feedback about a product or service in such a short period of time. Social Media allows developers and breeders an insight into what people want out of plants on an instant and constant basis. People are not afraid to say what they want. It also provides and outlet for customer service. Now people often turn to Facebook or Twitter to ask questions about a product or plant, rather than call a customer service number. This benefits the customer, and also the producer. Customers get the answers they need, while producers are able to see trends in problems and can answer many questions in a smaller amount of time than ever before.
Social Media is a means of communication, not simply a means of advertisement. Even more importantly it is one of the main channels of communication for younger generations. It is something that children are growing up with. For good or bad, kids start using Facebook at younger ages every day. Social Media is no longer a new technology to them. It’s something they have always had. It is second nature to them. That is why we as an industry must be present on Social Media now. Horticulture and gardening must become second nature for these new generations. In the past everyone had a garden and kids were raised thinking that this was a normal thing to do. However kids today are raised in homes in which gardening is not a major aspect of life. Then when they reach a purchasing age, the concept of gardening is not familiar to them which makes them less likely to buy horticultural related products. One of the main problems we face as an industry today is that our industry is not familiar to Generation Y (and following generations). Social Media can help us dig our way out of this hole and help prevent this problem in the future.
Social Media itself is not a goal. The goal is to once again make gardening and horticulture relevant in the minds of young consumers, and Social Media is simply the vehicle.
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