Social Media Placement Crucial in Getting Positive Beef Message to Millennial ConsumersWed, 13 Nov 2013 12:14:01 CST
Michelle Peterson Murray is the senior executive director of innovative communications for the National Cattlemen’s Beef Association. They are Beef Checkoff contractors, so, as a result, she works on behalf of all cattle producers in getting their message out via social media. She says one of the most amazing things about social media is its ability to precisely target each customer.
“The beauty of digital is that it allows you to be real time and to connect with that consumer in the very moment. So, for instance, on Facebook, if a consumer is posting information about looking for recipes or that they can’t come up with something good to eat for dinner tonight, we can specifically target those kind of consumers and send a news feed post that goes right in front of them instead of having them having to seek out information about beef.”
Murrays says one of the keys to keeping that message in front of the consumer is being able to rise to the top in Google searches on an ongoing basis when the consumer is thinking about beef.
“We’re on the cusp of addressing this really big challenge around consumers going to Google and asking a question. As soon as they type in something like ‘Is beef…’ Google automatically puts in the most popular search terms around that. And, unfortunately, one of those search terms is: ‘Is beef bad for me?’ And one of the things we want to resolve is obviously shifting those keywords and making sure that if somebody is seeking out information and maybe asking a question in a negative way they still get really good beef information. Consumers will tend to click on those first few posts under Google. And so what we want to make sure of is that all of the websites we have are optimized for search. So, we’re using the same keywords on our website that consumers are looking for online so that it pops up first as well as we can put paid dollars behind making sure that it elevates to that top.”
She says that her goal for the next few years is to get the Millennial generation to make beef a part of their diet and routine and to see it as a healthy part of their lives.
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