Beef Checkoff CEO Polly Ruhland Says Industry's Digital Strategy Showing a Return on InvestmentTue, 29 Aug 2017 10:24:49 CDT
The Cattlemen’s Beef Promotion Board wants more than ever to meet and connect with consumers where they are at - in this case, that happens to be on the world wide web. Radio Oklahoma Ag Network Farm Director Ron Hays, met up with Polly Ruhland, CEO of the Cattlemen’s Beef Board during the NCBA Summer Conference, to discuss some of the success stories of this year in beef promotion as well as her vision for future endeavors in advancing the product’s image as well.
“We are heavy into the digital environment as far as the consumer goes and we’re really excited. But, we’re becoming more sophisticated, dealing with the consumer in that environment,” Ruhland said, noting the significance of social media’s role in the Checkoff’s digital strategy. “Facebook is becoming so much more sophisticated and we’re able to use it in so many more ways than we used to.”
Ruhland reports that the Checkoff has been extremely successful utilizing the Facebook platform along with related applications that allow for increased exposure and engagement with consumers online. The effort here has been so successful, in fact, that the Beef Checkoff Facebook page, has recently reached 1 million ‘Likes.’ She says this is a reflection of a shift being seen in our culture regarding its view of beef. She insists beef is popping up everywhere throughout our culture - in the media, in the health community and elsewhere - all with positive narratives.
“Beef is becoming popular again,” she remarked. “That kind of thing doesn’t happen overnight, and it doesn’t happen without a lot of work.”
Ruhland announced only recently, that she will leave the CBB as its chief executive officer at the end of October and will begin a new chapter of her career as the CEO of the United Soybean Board, November 1.
Learn more about the Checkoff’s digital strategy and the success that has been measured already, by listening to the conversation between Ruhland and Hays, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is 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.
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