b'S T R A T E G YIts about having the rightWe think of influencers asengagement youre creating.content for what your idealthe big, personal brands onAnd remember: you dont followers and your communityInstagram, but in agriculture,always have to talk products. is looking for, she says. If youwe have a guy down here thatStop telling me about have your strategy, you knowfarms, and hes got 5,000 fol- The thing you should beyour products every day. Start what your brand messagelowers. Do we take extra spe- having fun in there, Tweed is and youre consistent withcial care of him? Absolutely,doing most when youresays. The thing you should that, youll develop the fol- Tweed says. We understandcreating content is alwaysbe doing most when youre lower group that you want. that when he says stuff, hiscreating content is always self-audience is really payingself-analyzing how youanalyzing how you engage Advice to Up Your Socialattention to what he says, andwith content, because thats Media Gameit carries a lot of weight. Whenengage with content,how other people are engag-As youre working to buildhe says good things about ourbecause thats how othering with content themselves.your presence, brand andbrand and connects with us, audience on social media,other people are seeing it andpeople are engaging withIt All Comes Down to its important to keep a fewit resonates. content themselves.Investmentpieces of advice in mind asSecond, when it comes toIn the end, if theres a few you continue. boosting posts and marketing Charles Tweed things Cornelisse and Tweed First, remember that youon social media, remember:want folks to walk away with dont just want to throw postsits an investment, just like anyknowing about social media, into the wind without engag- other part of your business. its to have fun, be flexible and ing with your audience at all. In addition to havingremember: social media is You really need to besomeone specifically trainedgetting an audience to engagewhat you invest in it. a good corporate citizen inon social media, boosting andwith you. Its different for everyYou want to have a flex-those platforms, too, Tweedmoney for ads should be incor- business, but there are someible planspend time to says. We see a lot of peopleporated into your strategy.things you can do to help. develop a strategy, but dont who are serial posters, post- Any advice strategy isIts a slow process, bring- be so locked into it that you ing once in the morning andgoing to be paired with theing people in, Tweed says.cant change with the times, never really engaging withcontent strategy at the start,The big thing is to be mind- Cornelisse says. Social media their target audience. Thats aTweed says. When you getful of things that have beenis always evolving, and you huge noyouve got to getinto the cost metrics on thesuccessful in the past andneed to evolve with it.in there and get into some ofback end, ultimately, its up tostart to move some of yourKeep in mind: social media those conversations. you to decide where yourecontent in that direction.wont be going away. Its here By taking the time togoing to see the most value.Ultimately, youre lookingto stay.respond to comments andYou can really start to dial infor engagement. Theres aIt comes back to value repost shares or commentary,your audience by their inter- reason on Facebook that afterthat its going to add yes-youre helping to create yourests and refine your audience.four photos, they start get- terday, today and into the own community around yourUltimately, you have to moni- ting smaller with a see morefuture for your business, brand.tor your ad buys on the backbutton, right? Were naturallyTweed says. This is an invest-In addition, though theend and make sure that yourcurious. ment youre making in your world might frown on socialbudgets are being allocated inWhen people click on thosebusiness. If you think thats media influencers, takingthe way you want it to be. see more buttons, youreimportant today, what do you care of someone who hasFinally, when it comes tocreating more engagementthink its going to be worth influence within your audienceorganic reach, remember thatthrough longer posts. Thewhen we forecast 10-20 years can lead to a bigger following.theres no magic bullet formore people click, the moreout?SWENDORSED BY 64/ SEEDWORLD.COMINTERNATIONAL EDITION 2023'