Illinois farmers using social media

BLOOMINGTON - "We have a limited supply of aronia berries right now. We will probably sell out tomorrow. Let us know if you'd like to place a special order," reads a recent Facebook post from Dearing Country Farms.

The update from Aug. 8 is an example of how social media outlets, including Twitter and Facebook, are replacing email, phone calls and face-to-face interaction in industries like agriculture.

"We're so busy and there's so much going on with livestock, the kids, gardens and coordinating different things that Facebook gets the fastest response from customers," said owner Jackie Dearing.

Farmers have become more involved in social media and have started to notice its importance, both for social interaction and to market their operations, said John Hawkins, spokesman for the Illinois Farm Bureau.

"I think we're right on the cusp of big changes in the way we use data on the farm," he said.

Farmers in Illinois are beginning to interact with other farmers in other countries and across the U.S., he added.

At the Dearing farm, three miles west of Bloomington, the interaction is more local. The small family farm grows fruit and vegetables, and produces meat, milk and eggs.

"It's another outlet for customers to reach us efficiently and on more short notice. We have Facebook on our phones and we have our phones even when we're out on the field," Dearing said. "Within seconds people can find out about you, contact you and be there."

The social media sites help build relationships with customers and fellow farmers, she said. They often update Facebook with information on fruits and vegetables, what they will have available at farmers markets and to communicate with their Community Supported Agriculture customers.

"When people feel like they know what's going on then they feel like they are a part of it," she said, adding that social media which has helped increase business.

Hawkins said about 5 to 10 percent of farmers in Illinois are active on social media. That is expected to continue as younger farmers take over the family farm, he said. Many of those active on Facebook and Twitter are under 45 years old and get a majority of their industry updates and market information from their smartphones.

An example of the next generation farmer is Brett Haas, 30, who manages a Twitter account for his corn and soybean farm.

The LeRoy farmer updates the Twitter account frequently with posts about happenings on the farm, crop conditions and weather.

"Really, I've been amazed with how much of the agriculture network is on Twitter and how many farmers communicate with each other from all around the world," said Haas, who manages Haas Family Farm with his father and grandfather.

He doesn't update daily, but logs into Twitter to get information and news a few times a day.

"It doesn't matter whether it is Facebook or Twitter, if you start posting about what's going on at your farm, you'll notice other people will follow you. You'll find commonalities very quickly on social media and you'll make new friends," Hawkins said.

As younger farmers take over farm operations from their fathers and grandfathers, Haas predicts an evolution of how they communicate and interact.

"I definitely think it will become more mainstream as we move to a more mobile society," Haas said. "It's an easy way to get timely information out to our customers."