Social Media and Agriculture
Rika Ratna Sari & Danny Dwi Saputra
Foto: Joko Suseno/ radarlampung.co.id
http://www.kabarmagelang.com/
Prof. Almasdi Syahza (2001) menyatakan
bahwa kegagalan pemasaran produk
pertanian disebabkan oleh:
1. Kesinambungan produksi
2. Kurang memadainya pasar
3. Panjangnya saluran pemasaran
4. Rendahnya kemampuan tawar
menawar
5. Berfluktuasinya harga
6. Kurang tersedianya informasi pasar
7. Kurang jelasnya jaringan pemasaran
8. Rendahnya kualitas produksi
9. Rendahnya kualitas sumberdaya
manusia
Related to information transfer
1
Information transfer
Marketing strategy supply and demand
information; management practices climate
information, etc
INTERNET
Internet limitless
information transfer
(time and location)
Is social media relevant with agriculture?
2
What are we going to
learn today?
What is social media?
Social media for
agriculture?
How to use sosial media
Assignment
Part 1
What is Social Media?
3
Social : related to other
“their ability to bring
people together has been
seen as too broad”
Social media
?
Media : channels for
mediating information
Obar and Wildman (2015) “social media commonalities”:
1. Social media are Web 2.0 internet‐based application
2. User generated content
3. Individuals and groups create user‐specific profiles for
a site or app designed and maintained by a social
media service
4. Social media services facilitate the development of
social networks online by connecting a profile with
those of other individuals and/groups
Social media are computer‐mediated technologies that allow the
creating and sharing of information, ideas, career interests and
other form of expression via virtual communities and networks
(wikipedia.org)
4
Social media = Social networks
An online social
networking site that
allows users to create
their personalities
profiles, share photos and
videos, and communicate
with other users
An internet service that allows users to post “tweets”
for their followers to see updates in real-time
A networking website for the business community
that’s allows user to create professional profiles, post
resumes, and communicate with other professionals
and job-seekers
Distinction from other media
Business potential
Virality
Can be used for: marketing
research, communication,
sales promotion, relationship
development and ecommerce
Business performance
Mobile use
Andreas Kaplan (2012), mobile social
media:
1. Space‐timers (loc and time sensitive):
Facebook places, foursquare
2. Space‐locators (loc sensitive): Tumblr,
Qyipe Yelp, Fishbrain
3. Quick‐timer (time sensitive): twitter,
facebook status update
4. Slow‐timer (neither loc, nor time
sensitive): youtube, wikipedia
4 channels by which social
media resources are
transformed into business
performance capabilities :
social capital, revealed
preferences, social
marketing and social
corporate networking
5
Global usage of social media
Indonesia’s usage of social media
6
Indonesian usage of social media
Apa yg dilakukan di facebook?
7
Negatif Effect of Social Media
There are several negative effects to social media, ie: regarding
privacy issues, information overload and internet fraud
Positif Effect of Social Media
Rainie and Wellman (2012) : social media are used to document
memories, learn about and explore things, advertise oneself and
form friendships
For instance:
1. Communication through internet
based services can be done more
privately than in real life
2. Everybody has possibility to
become a content creator
3. Positive effect on their social
standing and gain political support
8
Social media for agriculture?
Juni 2016 Serang, Banten
terjadi razia penjual makanan
oleh satpol PP Netizen
bernama Dwika Putra
menggagas aksi penggalangan
dana terkumpul dana 176
juta dalam waktu 24 jam
Part 2
Social media for agriculture?
9
“In Indonesia, farmers and agriculture
professionals have already begun
tapping into social media marketing
channels such as facebook, but still not
take the best advantages”
It just doesn’t work!!
10
How the agriculture industry can benefit in several
area from social media platform:
“Connecting farmers all over the world “
Tell the stories
Establish networks
Feel less isolated
Various technologies
Knowledge streams
“marketing using these social media“
Discuss important
issues regarding the
field of agriculture and
farming
Provide solution to
farmers
Increase awareness
Connect with an ever
growing agriculture
demographic online
11
“Social media platforms enable
consumer and farmer engagement“
Selling and purchasing
decisions
Identify their consumer
Connecting farmer
audience and consumer
Building relationships
“Help in crisis management“
Better management of their
agribusiness
Collect information about
upcoming hazards in order to
prepare for them
12
The value of social media for
agriculture industries lies on social
capital trust, engagement and
community involvement
Technology
BUSINESS
Evolving
Family
Way of life
What should agriculture’s
story be?
Essential
Stewardship
Leadership
Passion
Integrity
Part 3
How to use social media effectively
13
HOW TO USE SOCIAL MEDIA FOR
AGRICULTURE
“People have Profiles”
“Brands have Pages”
o Tell your story
o Use video
o Use photo/images
o Connect with other
agricultural pages
o Share agricultural & news
o Join groups
14
Twitter terms:
• DM (direct message)
• Follower
• Hashtag
• Tweet
• ReTweet
•@username
• Mention
o Follow relevant accounts
o Share infromation
o Find the author on twitter
and tag (mention) them in
your tweet
o Engage with others
o Join twitter chats
o Use hashtags
o Repost popular content
15
LinkedIn Basic
• Have a good photo
• Use keywords
• Make connection
• Fill out your profile
completely
• Be engaged
o Connect with
professionals
o Share information or
resources
o Get involved in industry
related groups
o Blog about agriculture
issues
Part 4
Assignment!
16
Individual Assignment Deadline: 1 week after course
• Find at least 10 agriculture web page in Facebook
platform (5 Indonesian dan 5 foreign)
• Give comment at each web page related to our
topic today
Group Assignment
• Create your own web page on facebook platform related
to agriculture theme (academic, business, etc)
• Pay an attention on “how to use social media effectively
for agriculture” that we have discussed today
• Send your facebook web page link at last meeting (before
final exam) to your lecturer
• Evaluation:
1. Web page content
2. Amount of facebook user that have joined/like on your
facebook web page (more member/like more great)
17
References
Kaplan, Andreas M. 2012. If you love something, let it go mobile: Mobile marketing and
mobile social media 4x4. Business Horizons. 55 (2): 129–139.
doi:10.1016/j.bushor.2011.10.009. Retrieved 9 December 2012.
Lundblad, Niklas. Privacy in a Noisy Society.
Mirabella, Kelly. Agriculture and Social Media: Yielding the positive results being active
online. http://www.slideshare.net/stellar247/social‐media‐in‐agriculture‐45242166
Obar, J.A. and Wildman, S. 2015. Social media definition and the governance challenge:
An introduction to the special issue. Telecommunications policy, 39(9), 745‐
750. Quello Center Working Paper No. 2647377
Postman, Neil. Informing ourselves to death.
Rainie, Lee and Wellman, Barry. 2012. Networked: The New Social Operating System.
MIT. ISBN 0262017199.
Shahza, A. 2011. Kendala pemasaran produk pertanian di pedesaan. Inspirasi Vol 2, No. 35.
https://en.wikipedia.org/wiki/Social_media
Tejas. 2014. Agriculture meets social media. Available at: http://vbsocial.com/agriculture‐
meets‐social‐media/
18
Foto: Joko Suseno/ radarlampung.co.id
http://www.kabarmagelang.com/
Prof. Almasdi Syahza (2001) menyatakan
bahwa kegagalan pemasaran produk
pertanian disebabkan oleh:
1. Kesinambungan produksi
2. Kurang memadainya pasar
3. Panjangnya saluran pemasaran
4. Rendahnya kemampuan tawar
menawar
5. Berfluktuasinya harga
6. Kurang tersedianya informasi pasar
7. Kurang jelasnya jaringan pemasaran
8. Rendahnya kualitas produksi
9. Rendahnya kualitas sumberdaya
manusia
Related to information transfer
1
Information transfer
Marketing strategy supply and demand
information; management practices climate
information, etc
INTERNET
Internet limitless
information transfer
(time and location)
Is social media relevant with agriculture?
2
What are we going to
learn today?
What is social media?
Social media for
agriculture?
How to use sosial media
Assignment
Part 1
What is Social Media?
3
Social : related to other
“their ability to bring
people together has been
seen as too broad”
Social media
?
Media : channels for
mediating information
Obar and Wildman (2015) “social media commonalities”:
1. Social media are Web 2.0 internet‐based application
2. User generated content
3. Individuals and groups create user‐specific profiles for
a site or app designed and maintained by a social
media service
4. Social media services facilitate the development of
social networks online by connecting a profile with
those of other individuals and/groups
Social media are computer‐mediated technologies that allow the
creating and sharing of information, ideas, career interests and
other form of expression via virtual communities and networks
(wikipedia.org)
4
Social media = Social networks
An online social
networking site that
allows users to create
their personalities
profiles, share photos and
videos, and communicate
with other users
An internet service that allows users to post “tweets”
for their followers to see updates in real-time
A networking website for the business community
that’s allows user to create professional profiles, post
resumes, and communicate with other professionals
and job-seekers
Distinction from other media
Business potential
Virality
Can be used for: marketing
research, communication,
sales promotion, relationship
development and ecommerce
Business performance
Mobile use
Andreas Kaplan (2012), mobile social
media:
1. Space‐timers (loc and time sensitive):
Facebook places, foursquare
2. Space‐locators (loc sensitive): Tumblr,
Qyipe Yelp, Fishbrain
3. Quick‐timer (time sensitive): twitter,
facebook status update
4. Slow‐timer (neither loc, nor time
sensitive): youtube, wikipedia
4 channels by which social
media resources are
transformed into business
performance capabilities :
social capital, revealed
preferences, social
marketing and social
corporate networking
5
Global usage of social media
Indonesia’s usage of social media
6
Indonesian usage of social media
Apa yg dilakukan di facebook?
7
Negatif Effect of Social Media
There are several negative effects to social media, ie: regarding
privacy issues, information overload and internet fraud
Positif Effect of Social Media
Rainie and Wellman (2012) : social media are used to document
memories, learn about and explore things, advertise oneself and
form friendships
For instance:
1. Communication through internet
based services can be done more
privately than in real life
2. Everybody has possibility to
become a content creator
3. Positive effect on their social
standing and gain political support
8
Social media for agriculture?
Juni 2016 Serang, Banten
terjadi razia penjual makanan
oleh satpol PP Netizen
bernama Dwika Putra
menggagas aksi penggalangan
dana terkumpul dana 176
juta dalam waktu 24 jam
Part 2
Social media for agriculture?
9
“In Indonesia, farmers and agriculture
professionals have already begun
tapping into social media marketing
channels such as facebook, but still not
take the best advantages”
It just doesn’t work!!
10
How the agriculture industry can benefit in several
area from social media platform:
“Connecting farmers all over the world “
Tell the stories
Establish networks
Feel less isolated
Various technologies
Knowledge streams
“marketing using these social media“
Discuss important
issues regarding the
field of agriculture and
farming
Provide solution to
farmers
Increase awareness
Connect with an ever
growing agriculture
demographic online
11
“Social media platforms enable
consumer and farmer engagement“
Selling and purchasing
decisions
Identify their consumer
Connecting farmer
audience and consumer
Building relationships
“Help in crisis management“
Better management of their
agribusiness
Collect information about
upcoming hazards in order to
prepare for them
12
The value of social media for
agriculture industries lies on social
capital trust, engagement and
community involvement
Technology
BUSINESS
Evolving
Family
Way of life
What should agriculture’s
story be?
Essential
Stewardship
Leadership
Passion
Integrity
Part 3
How to use social media effectively
13
HOW TO USE SOCIAL MEDIA FOR
AGRICULTURE
“People have Profiles”
“Brands have Pages”
o Tell your story
o Use video
o Use photo/images
o Connect with other
agricultural pages
o Share agricultural & news
o Join groups
14
Twitter terms:
• DM (direct message)
• Follower
• Hashtag
• Tweet
• ReTweet
•@username
• Mention
o Follow relevant accounts
o Share infromation
o Find the author on twitter
and tag (mention) them in
your tweet
o Engage with others
o Join twitter chats
o Use hashtags
o Repost popular content
15
LinkedIn Basic
• Have a good photo
• Use keywords
• Make connection
• Fill out your profile
completely
• Be engaged
o Connect with
professionals
o Share information or
resources
o Get involved in industry
related groups
o Blog about agriculture
issues
Part 4
Assignment!
16
Individual Assignment Deadline: 1 week after course
• Find at least 10 agriculture web page in Facebook
platform (5 Indonesian dan 5 foreign)
• Give comment at each web page related to our
topic today
Group Assignment
• Create your own web page on facebook platform related
to agriculture theme (academic, business, etc)
• Pay an attention on “how to use social media effectively
for agriculture” that we have discussed today
• Send your facebook web page link at last meeting (before
final exam) to your lecturer
• Evaluation:
1. Web page content
2. Amount of facebook user that have joined/like on your
facebook web page (more member/like more great)
17
References
Kaplan, Andreas M. 2012. If you love something, let it go mobile: Mobile marketing and
mobile social media 4x4. Business Horizons. 55 (2): 129–139.
doi:10.1016/j.bushor.2011.10.009. Retrieved 9 December 2012.
Lundblad, Niklas. Privacy in a Noisy Society.
Mirabella, Kelly. Agriculture and Social Media: Yielding the positive results being active
online. http://www.slideshare.net/stellar247/social‐media‐in‐agriculture‐45242166
Obar, J.A. and Wildman, S. 2015. Social media definition and the governance challenge:
An introduction to the special issue. Telecommunications policy, 39(9), 745‐
750. Quello Center Working Paper No. 2647377
Postman, Neil. Informing ourselves to death.
Rainie, Lee and Wellman, Barry. 2012. Networked: The New Social Operating System.
MIT. ISBN 0262017199.
Shahza, A. 2011. Kendala pemasaran produk pertanian di pedesaan. Inspirasi Vol 2, No. 35.
https://en.wikipedia.org/wiki/Social_media
Tejas. 2014. Agriculture meets social media. Available at: http://vbsocial.com/agriculture‐
meets‐social‐media/
18