b'encing platforms personallyto pass onto the next person, allows you to learn the differ- The Dos and Donts of Social Media where they can understand ent ins and outs of every plat- who the company is, what the formthough some sites arecore values are and what the similar, even sites like TwitterDO businesss story is.and Facebook are differentAfter establishing your enough that theres a learningCreate tangible goals from the outset.goals, your company and curve between the two.your story, then you can move After exploring socialon to start thinking about media personally to seeMake sure to outline a strategy and budget foraudience. how everything works andsocial media. Your audience needs to research more on how youdbe who you want to con-like to tackle it within yourEngage with your audience by liking,nect with and engage with, business, the next step isretweeting, sharing and commenting on posts. Cornelisse says. Understand ensuring youre approaching itthe platforms theyre using, the correct way strategically.the topics theyre talking That means answeringDONT about and what kind of com-questions like: what do I wantmunity the social media users to get out of social media forJust wing it! are looking forand how my business? they would want to engage One of the biggest mis- with you.takes Tweed has seen in socialStack social media on an unprepared employeeWhen it comes to audi-media is businesses diving intoand hope for the best. ence, Cornelisse says to strategy without any tangibleremember: social medias the goals and without a lack ofSerial post without any audience engagement. new word of mouth. If your investment.audience is on social media If youre jumping intoplatforms, you can bring them social media as a busi- to your brand.ness, you need to ultimatelyships or education for folksvalue? What do we add to theIts key to connect with a understand all of the toolswho dont understand agricul- industry? can help jump startfew individuals or other busi-that the person running yourture to give them a glimpse ofyour goals as well as yournesses that are willing to share social media is going to need,your world. social media strategy.your content with their audi-Tweed says. Your socialFrom there, Tweed says itsAnd, once you answer allence, she says. Youre gen-media marketer is going toimportant not to wing it.those questions, you need toerating that word of mouth, be part customer serviceThe number of people thatcome back and ask yourself,essentially. That can help roll representative, part salesper- dont have a strategy is prettywhy? Why are your peoplethings into a bigger audiences son, part photographer andshocking, right? Theres a lotwho they are, why you addview. That could take form of videographerThey need toof people that are just wingingvalue, Tweed adds. Whenpartnering with another busi-do it right. it with what theyre postingyou can start getting to someness or collaborating on a pro-When starting to approachtoday, or its fallen into the lapof those whys, youll start tomotion or event. Theres plenty your businesss social mediaof an administrator to takesee some storylines come out.of ways to get the word out strategy, first start with goals. care of, he says. Its impor- Those threads that you pullthat youre on social media.What is it that youretant to have a core documentout are going to create someAnd, if youre worried trying to accomplish? Often,when you get started. storylines through your socialbecause more troll and bot with the farm businesses IIn that document, asidemedia. accounts follow you instead work with, they might be look- from identifying goals, TweedIn the end, Tweed saysof the audience you actually ing to drive sales, but there aresays its important to identifyif your social media pointwant, Cornelisse says not to other goals you may have,yourself as a business.person left tomorrow, thereworry. Sometimes, building Cornelisse says. It may be toAsking questions such asshould be extensive docu- the audience you want can improve community relation- Who are we? What do wementation of your strategytake time.FEBRUARY 2023SEEDWORLD.COM /57'