Editorial: Advancing the farm conversation on social media

When social media really began gaining traction about a decade or so ago, the agricultural industry was slow to get on board. This caused some problems early on, particularly for livestock producers because animal activist groups such as PETA, Mercy for Animals and HSUS were quick to realize that they could easily share unpleasant photos along with their negative messaging to an incredibly large, diverse group of people. 

It was easier for them to target consumers directly and quickly instead of relying on previous strategies which relied on the recruitment of young (mostly female) adults and teenagers at schools and university campuses to hold protests in the hopes of gaining media attention. 

Many other anti-ag groups also made use of social media platforms to voice their opinions, and soon there was a myriad of negative sentiments being directed towards the agriculture sector about animal welfare, eating meat, use of chemicals, and harmful effects to the environment. 

There were far fewer farmers on social media platforms than there were activists at the time, but there were plenty of consumers. 

This is when ‘agvocacy’ really began. The term was born from the need for those working in agriculture to advocate for the sector, especially online. 

The ag sector got more tech savvy and realized that an effective use of social media was to build trust, a way to address misinformation. But fighting fire with fire isn’t the best approach, according to social media agvocate Tim May, a Wellington County-area dairy farmer who is active on social media and has more than 150,000 followers. 

May was a speaker at the recent Farm and Food Care Ontario annual conference, and told attendees about some of his successes and failures with engaging people online. 

May said building trust requires addressing misinformation with facts and positive messaging, rather than the fear-based comparisons. He believes being transparent and showing positive, compassionate messages that show the reality of farming, rather than counter-attacking in order to dispute misinformation. 

Known as Farmer Tim on Facebook, his largest social media platform with more than 120,000 followers, May keeps his posts light and humorous, while showing everyday life on a dairy farm, whether its milking, scouting the fields, doing chores, taking a short break to take a hike on part of the Bruce Trail with his family. A nearly all-white dairy cow named Vanilla is a common subject of his posts and is very popular with followers. 

In an April 19 post, May writes “Crop farming isn’t as simple as buying some seed, making a hole and dropping it in the ground. It’s all about planning, taking risks and relying on science.” He then explains his thought process for the crops he plants, saying the priority is ensuring he has enough feed for his cows, why he grows the crops he does, why soil is important, how rotating crops helps reduce inputs and pests, and how a local agronomist helps him with decisions. 

Reading the comment section, his explanations were well received – and very relatable to non-farmers, especially those who garden and could see the parallel between growing plants, whether it be on a large or small scale. 

As Diana Martin writes, May shares the “good, the bad and the ugly aspects of being a dairy and crop farmer” so that people see that is a person, just like they are. 

“People need to understand the unique stressors that farmers have, but they also need to know that we love what we do,” he said.

You may not feel like you want, or can, do what Tim does, but it’s easy to start small. If you post a picture of your tractor or implement, or one of your animals, add a line or two about why your posting or a bit of information that could be informative to someone who doesn’t know much about farming. 

May is quick to acknowledge that not every farmer wants to be a public relations champion for the sector. But the timing is right to make just a little effort, if you can. 

“It’s [farming] now cool again, and we can make a difference,” said May. “All of us, as individuals, make a huge difference, and we may not always know it, but you will.”