Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Michelle Murray: Social Media Allows Beef Checkoff to more Effectively Target Millennial Generation

Thu, 29 May 2014 16:11:34 CDT

Michelle Murray:  Social Media Allows Beef Checkoff to more Effectively Target Millennial Generation

Michelle 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."

She says those solutions may include stopping at a restaurant for beef stir fry, or stopping by the store to pick up any one of several prepared beef dishes or even picking up ground beef for a make at home recipe. The trick for marketers is to be in "place all those moments she is considering when to include beef in her family mealtimes and being there to answer those needs."

"The beauty of digital is that we can analyze all the data points very carefully so that we know how many consumers are going online, going to Google and searching for information around easy weeknight meals. We know what time. We know where they're asking those questions in terms of what part of the country. We know what types of questions they're asking. For instance, folks in the Midwest are asking about certain cuts that are different than those of the consumers on the East Coast. So we can send messages, uniquely, to the East Coast and the Midwest based on what they are asking for."

Murray says the digital world allows for the use of highly-effective analytics in targeting the right consumer with just the right message and also spending advertising dollars most effectively. Advertisers, more and more, are paying for advertising based on the actions of the consumers. If consumers don't click on display ads and videos, advertisers don't pay. It allows for constant feedback and fine-tuning of advertisements and approaches to the individual consumer.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.


Social media proves to be a cost-effective tool for reaching a younger generation with beef.
right-click to download mp3


WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Oklahoma Grain Elevator Cash Bids as of 2 p.m. September 30, 2022  Fri, 30 Sep 2022 16:43:53 CDT
  • Chairman David Scott Releases Statement Congratulating Vincent Garfield Logan on His Confirmation to Farm Credit Administration Board  Fri, 30 Sep 2022 15:07:33 CDT
  • Op-Ed from Kenneth Corn: USDA- We Serve Rural Communities Too  Fri, 30 Sep 2022 14:57:02 CDT
  • Hard Red Winter Wheat production lowest since 1957  Fri, 30 Sep 2022 14:44:28 CDT
  • Latest Southern Plains Perspective Blog: Hot, dry, dust and smoke all outside the back door.  Fri, 30 Sep 2022 13:47:21 CDT
  • Wheat Production Estimates for Oklahoma Fall Six Percent from August to September   Fri, 30 Sep 2022 12:16:36 CDT
  • Younger Cows are Starting to Come to Town, Says Bob Rodenberger  Fri, 30 Sep 2022 10:46:55 CDT
  • BASF's First Bale of Cotton Helps Raise Money for Scholarship  Fri, 30 Sep 2022 10:12:04 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma Beef council Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment Oklahoma City Farm Show Union Mutual Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.


    Search OklahomaFarmReport.com

    © 2008-2022 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.