The_Ledger_Fall_2019

Social Media Becomes Focus of Latest Marketing Campaigns American Aberdeen Association taking advantage of opportunity to reach larger, different audiences

BY AGTOWN TECHNOLOGIES A s July heated up, the American Aberdeen Asso ciation (AAA) began a new push of promotions, as social media became the next priority in the marketing plan created by the association’s marketing agency, AgTown Technologies. AgTown co-owner Tonya Pérez unveiled a new Facebook campaign to feature timely and consistent updates. The posts center around the breed’s efficiency and sustain ability, along with education about the breed’s value to the industry. In August, posts focused on a membership and registration drive. Vibrant photos, custom graphics and educational videos tell the breed’s story virally. The efforts are gaining ground with a steady growth in page likes and followers. In a nine-week period, the page averaged 3,300 unique people per week actively liking, sharing or commenting on the page. During that period, a total of 41,400 unique people per week had contact with the American Aberdeen Association Facebook page. The most-viewed post touted a math lesson explaining how run ning 29 additional, smaller cows on the same acreage will produce a near-$20,000 profit over larger cows. That post reached nearly 17,000 people (Figure 1). AgTown also launched association Twitter and Instagram pages in July. Although these smaller platforms don’t have the audience of Facebook, breeders are encouraged to fol low and spread the message. “While the large breed associations have the manpower and funding to promote the breed, it takes everyone’s ef forts in a younger, growing association,” Pérez says. “The association is only as successful as the membership makes it.” Pérez says she appreciates the breeders’ support in engaging the audience thus far, and she encourages breed

ciation.” This will help to build a stronger rapport with Face book while marketing the breed and your own operation. Specific hashtags have been coined to identify breed messages on Twitter and Instagram. (A hashtag draws atten tion to a key term, making it easier for people to find and follow.) Breeders are encouraged to use these hashtags in their own posts: • #AmericanAberdeen • #PremiumAberdeenBeef • #TimesAreChanging • #TheSustainableBreed “There’s tremendous value in social media,” Pérez adds. “It’s a huge opportunity to reach more people in a cheap and convenient way.” TL Follow the American Aberdeen Association online! Facebook: “AmericanAberdeen” Twitter: “@AberdeenAssoc” Instagram: “AberdeenAssoc”

In Memoriam

ers to keep up the good work because that’s what will make the social me dia presence successful. Everyone can help by liking, sharing and commenting on the associa tion’s posts. If you post on your own Facebook page, feel free to tag the “American Aberdeen Asso

J ames “Jim” Eldridge, 77, of Sweet, Idaho, passed away Friday, Aug. 16, 2019. Eldridge was a foun dation American Aberdeen (Lowline) breeder who purchased his first fullblood heifers in 2002. Over the course of the next 15 years, he helped many new breeders get their start with quality seedstock in west ern Idaho and throughout the Northwest. His herd sire, Brenton’s Best Bruiser, was the 46th fullblood bull regis tered in the American Aberdeen herdbook. Eldridge was a straight shooter, a true stockman, horseman and an asset to the breed. He will be dearly missed. TL James “Jim” Eldridge

Figure 1: A July 22 Facebook post explained the math of how more moderate-sized cows can produce larger profits. The post reached nearly 17,000 people, and received 511 reactions, comments and shares on the AAA and shared pages.

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