brand and consumers. However, you can only create meaningful relationships and brand ambassadors if you engage with them. Regardless of what you share, once you post this content, you must regularly check to see who has commented or engaged with you. Taking the time to answer questions and reply to feedback (whether it be positive or negative) is just as important as posting that video or picture. 5. Reach Different Audiences Through Paid Advertising. Before the COVID-19 outbreak, WG had a
well-established following on Facebook, Twitter and Instagram. However, many of the followers fell in the category of AGvocates—those who already supported the agriculture industry. For this campaign, WG wanted to reach audiences who were not yet familiar with the ag industry. To do this, WG placed ads on Twitter and paid a minimal fee to “boost” the videos on Facebook, which allowed these messages of hope from the field to reach consumers in urban areas. Through this “pay to play” effort, the #AgIsEssential campaign reached an additional 300,000 people; what’s even more impressive is that 90% of those 300,000 users
engaged with the post by either liking the video, sharing it with their friends and family or commenting on the post. Conclusion Social media adds an element of speed to crisis communication that can make delivering real-time information more accessible than it has ever been previously. This communications vehicle, paired with the easy-to-use technology offered by smartphones, allows you to quickly respond, have more control over your message and maintain transparency during a crisis.
PUSHING INNOVATION AND TECHNOLOGY FORWARD.
The Western Growers Center for Innovation and Technology is leading the way for the future of agriculture. Even during these trying times, we remain steadfast in our efforts and commitment, to providing the resources and tools necessary to keep our industry moving forward. By participating with the WGCIT, our partners are given exclusive access to strategic partnerships, support, and a central hub of information that includes: • Market Access to +50% of North America’s Fresh Fruit, Vegetable and Tree Nut producers • Grower Engagement through our Trial Network: direct feedback for product development, future customers, potential investors! • Business Services and Promotional Support • WGCIT programming throughout the WG geographic area tailored to providing direct contact with industry stakeholders If you are interested in keeping the progress and innovation of agriculture moving forward, please contact us.
150 Main Street, Suite 130 Salinas, CA 93901-3435 info@wginnovation.com wginnovation.com | 831.272.0661
NEW TECHNOLOGY.
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