There’s a time and a place for everything – insight on the #AgChat & #AgVocate hash tag
“There’s a time and a place for everything,” was a comment my mother often made. This statement has magically become one of my popular pieces of advice for my three boys. A perfect example is the time my youngest son and I were waiting in line to checkout at the grocery store. To make the time go faster, the woman in front of us struck up a conversation with my son. They began talking about his lambs. She asked him to share their names and what he will do with his pets. He quickly corrected her and explained, “that we will be probably be eating the lambs,” and went into much more detail. The woman’s tongue became temporarily frozen as she finished the transaction and quickly left without an opportunity for my explanation. Based on the woman’s reaction, I feared we would be met by the Department of Child Welfare once we arrived home.
He was truthful, frank and did accurately describe our intentions for the lambs. He shared the information with pride because of the time and care he has taken to ensure the lambs were treated humanely and to the best of our ability. If we had been sitting with family around the television on Sunday afternoon, the conversation would have been completely normal. The right place and the right time.
The grocery store check-out line was neither the right time nor place to be discussing his ‘pets.’
What determines the right time or place?
Generally speaking, the audience. The woman sharing the grocery line was not the right audience to be sharing as detailed information at that point in time.
The same can be said for the use of the term agvocate. People who are outside of the agriculture industry have been known to comment that the word includes a typo. It’s not a familiar term to them and carries very little value. Social media profiles used across multiple platforms are required to fit into a small set of characters. When working with limited characters, every word counts and must include words which clearly connect with your intended audience.
I’m proud to be an agvocate
In my years at the AgChat Foundation, I’ve met many farmers, ranchers and agriculturalists who are proud agvocates – and rightfully so. Whether you are first generation ranchers or seventh, there is pride in what you do. It’s an inherited gift we all share and should continue to celebrate, among the right audience.
My intended audience includes a targeted group of people, generations removed from the farm who share common interests such as the St. Louis Cardinals baseball team, home renovation, hunting/fishing and parents of all boys. It’s a crowd which has no connection to the term AgVocate, so I choose to avoid using the word with my communication to this audience. It is simply not the right place.
It is also not useful to include the #AgChat hash tag when I’m trying to reach beyond the choir. Moms of boys and St. Louis Cardinal fans are not searching for AgChat, most will use hash tags such as #boymom, #momofallboys, #StlCards, #GoCards, etc…
If your intended audience is other farmers and ranchers telling their stories, then the use of the #AgChat and #AgVocate hash tags will likely draw the attention of those individuals.
How do I determine which hash tags to use to reach my intended audience?
This is fully dependent upon your target audience. Visit our blog post, “Non-Ag Hash Tags You Should Watch,” for suggestions and ideas of useful non-agriculture hash tags.
My mother also told me, “choose your words wisely,” and I’m often reminded that not only is there a time and place for everything, we need to pause and think of what we say, or type, before we speak or push the enter key.
After all, we want to engage with our audiences and inform them where we can; not leave them more confused that when we started the conversation.
written by Jenny Schweigert