The goal of using social media isn’t necessarily to change the minds of people or organizations that think differently, because that most likely won’t happen. Rather, the motive should be to present truth to those who aren’t well-informed. That’s the advice offered by Lauren Taylor, communications and marketing manager with the Indiana Corn Marketing Council and Indiana Soybean Alliance.

Before you post, tweet or snapchat your platform for agriculture, consider these 11 tips offered by Taylor. Liz Kelsay, a consultant for the same groups, contributed information as well. 

1. Decide who your audience is and cater to them. If you only lead with a strong agricultural message, you will only engage others who are pro-ag. If you’re attempting to educate others, use concepts everyone can relate to. For instance, show children playing with newborn livestock, a stunning sunset over fields or a thriving garden. Invite the audience into moments where there are positive connotations.

2. Engage the non-ag audience by offering chances to contribute . Using images that invite them to partake drives the post to other points, Taylor continues. A picture featuring children feeding a calf might be attached to a post that gives facts on how dairy products are essential to your diet. An image featuring produce might include recipes or information on a local farmers market.

3. Visual content is 40 times more likely to be shared! Good pictures and videos matter. Make sure what you’re featuring is well-understood and leaves a positive message.

4. Carefully craft your content. Be mindful about the content of videos or pictures you share, Taylor cautions. Someone could take a screen shot of an innocent video of dehorning cattle, and in the wrong hands, it could do damage. Be especially cautious if sharing “how-to” videos.

5. Posting family pictures leaves digital footprints of your children. Be careful how you share those intimate, personal images.

6. Stay away from posts that only incite argument. You could wind up promoting the agenda of an anti-ag organization, Taylor observes. Every time you “click” onto a site and every time you share — it increases that group's views on social media. The more activity on a site, the more Facebook allows it to be seen.

7. Closed groups aren’t always truly private. On larger group pages on Facebook, there could potentially be someone who has joined for the purpose of discrediting. Be cautious what you share, even within closed groups.

8. Use all aspects of social media. That includes Facebook, Twitter, Instagram and Pinterest. Keep in mind that Pinterest actually gives you a longer post life, while Twitter gives the shortest. Clicks, shares, comments and likes all equate to engagement. YouTube has a bigger audience than any TV network, Taylor notes. There are plenty of opportunities to amplify positive messages.

9. Link to other organizations with similar missions. Post their links and give them credit for any information you share.

10. Social media will continue to evolve. Be willing to keep current on changes so you can take full advantage of all platforms, Taylor suggests.

11. Don’t be afraid to get outside help. If you need help setting up a website or maintaining posts, or if your site is hacked, spend money to get outside help. You want to make sure you’re safe and using social media to the highest potential.

McClain writes from Greenwood.