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

  • Wednesday, April 8, 2020 Market Wrap-Up with Justin Lewis  Wed, 08 Apr 2020 14:45:39 CDT
  • USDA Releases Assistance Guidance for Oklahoma’s Ag Producers Applying for the Paycheck Protection Program  Wed, 08 Apr 2020 13:14:47 CDT
  • National Sorghum Producers Announces 2020 Sorghum Yield Contest  Wed, 08 Apr 2020 10:44:47 CDT
  • NCBA Requests President Trump Expand USDA Market Investigation, Examine Futures Markets   Wed, 08 Apr 2020 09:45:47 CDT
  • Oklahoma Sec. of Ag Blayne Arthur Requests USDA to Quickly Aid The Beef Cattle Industry  Wed, 08 Apr 2020 10:42:22 CDT
  • Why Cow-calf Producers Should Record Multiple Births in Their Herds  Wed, 08 Apr 2020 08:05:47 CDT
  • Crop and Livestock Prices Plunge Under Weight of COVID-19 Uncertainty  Wed, 08 Apr 2020 08:00:47 CDT
  • Wednesday Preopening Market Update with Dave Lanning  Wed, 08 Apr 2020 07:01:57 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

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

    Our Road to Rural Prosperity sponsors!


    Search OklahomaFarmReport.com

    © 2008-2020 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.