Social media is a hot topic in consumer marketing these days. It's becoming a primary way that consumers share their opinion and it turns out as consumers interact with their friends, they also solicit opinions from companies and brands. The National Cattlemen's Beef Association notes that social media users aren't held to any ethical standards, which is why "it's crucial for America's farmers and ranchers to have a strong, truthful and trusted online voice."

Food is a favorite online topic and the folks at the beef checkoff understand the role of social media here. They've integrated online Web tools to engage consumers and work to build demand for beef. The checkoff funded BeefItsWhatsForDinner.com offers a range of ways consumers can engage to learn about beef. Users are invited to rate and review recipes and discuss changes they made to the recipe.

But the checkoff is going beyond that to social media tools. You can check out the "Beef It's What's for Dinner" Facebook page, or follow @BeefForDinner on Twitter. Check out the "Beef It's What's for Dinner" Flickr group and YouTube channel too. These areas provide what NCBA calls a "more relaxed interaction with consumers." Users are encouraged to share favorite beef dishes, cooking methods, ask questions and celebrate their passion for beef.

The organization encourages farmers to get involved as well by leaving comments when appropriate, and adding opinions and experiences to the conversation. Sharing details about raising cattle and the commitment to raising a wholesome, delicious product allows consumers to get to know the people behind the meal.