For all the faults, lies and downright lies associated with social media I would like to think there are some definite positives related to this form of technology. While I have been somewhat critical of social media and its ability to make us anti-social and downright rude at times, I still think there are some positive messages and practices we can take from studying social media.

For instance, I watch with fascination a generation of millennials coming out of agricultural programs at various universities as they develop rather respectable Twitter, Facebook and blog followings. There are others too – farmers and farm wives have taken to social media to talk about what it is they do, why they do it that way, and solicit responses from consumers about the one thing that binds us all: American agriculture.

I now follow a growing number of these folks and watch what it is they do and how they do it related to social media. I think they are on to something. It certainly has made me more aware of social media and how it can be used in a constructive way.

American agriculture has many challenges ahead of it. Farmers and ranchers have made some great strides in technology and efficiencies that allows them to feed more people and grow more crops while using less water and other inputs. Media is the next big challenge for agriculture as we figure out ways to communicate with and listen to our customers.