What is the difference between these two things?

If you said about $350,000, you’d be right.

Social media is all the rage right now, with consumer brands “connecting” with their customers. Should agriculture jump on that bandwagon? Can you get social with farmers?

Consider the results of the Young Farmers Survey Millennium Research did in conjunction with LessingFlynn. We asked young farmers how they used 10 types of social media:

We found the results a little surprising, but when we dug deeper, through in-depth personal interviews, the message came through loud and clear: “I am a business person making investments to grow my business. Treat me like a business person. Show me facts and figures. Where is the return on investment?”

Many of the young producers we talked to have another career, or have been in another career, prior to coming back to the farm. Their standards differ from their fathers’ standards.

These are hard-working family people. Connection is important to them — but face-to-face connection. Ask for the business connection. Value the relationship connection. Take care of business connection. Help them make the right decision for their farm connection.

You don’t get that connection on Facebook or Twitter. You get that by making an appointment, driving out to their farm, sitting down and talking farming.

For a complete copy of the Young Farmer’s Study, please give me a call or send an e-mail.


Jan Johnson is a leader in agricultural market customer insights. Her focus groups are lively, insightful discussions that lead to “ah-ha” moments for clients. Ever-respectful and knowledgeable about farmers, her questionnaires elicit the most information with the fewest questions. Jan’s comfortable, low-key style engages respondents in a conversation where they share emotions and experiences, revealing more than they expected. The largest producers, the smallest hobby farmers, veterinarians, contractors, loggers, and homeowners are equally open with Ms. Johnson.

Clients respect the in-depth industry knowledge she brings to each project, which leads to clearly focused, dynamic, and insightful studies. Clients have referred to her as “one of the best market researchers in the industry,” as well as “having the most insightful analysis in the business.” They praise her unique ability to synthesize findings into meaningful conclusions and recommendations that enhance their business and provide roadmaps for market success.

Her early career as editor of leading trade publications such as Seedsman’s Digest, Farm Store magazine, Feedstuffs, and Farm Industry News gives her an unequalled breadth and depth of knowledge across agriculture and distribution.

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