Expansion of Social Media in Agriculture: a User Profile of Twitter's @AgChat, @FollowFarmer and @TruffleMedia Followers

Abstract

This study included registered Twitter users who follow @AgChat, @TruffleMedia and @FollowFarmer accounts. The sample (N = 7,275) was sent a direct message with a survey link and asked to complete the survey. An instrument was developed with Qualtrics survey software was used to collect data for this study. The online survey consisted of 38 questions. Data collection began on May 13, 2011, and concluded on June 9, 2011. This study indicated that the typical "agvocacy" user was Caucasian, college-educated, and was an omnivore. Respondents had an above average knowledge level of the agriculture industry. The Humane Society of the United States was determined to be the top agricultural threat. Respondents dedicated a large portion of their time to social media sites for agricultural purposes and were participatory in the "agvocacy" process via social media. Respondents prefer Twitter to gather and disseminate agricultural information. "Agvocates" view Twitter as not only a sharing place for agricultural news but also a sharing place for advice and opinions. "Agvocates" are mainly "preaching to the choir" by seeking out like-minded individuals and organizations on Twitter. The top three agriculturally-focused Twitter accounts followed by "agvocates" all tweet about general topics of agriculture.