~ guest blog post by Bill Bakan, Maize Valley Farms

“If you don’t stand for something you will fall for anything” by Alexander Hamilton  and “A foolish consistency is the hobgoblin of small minds” by Woody Hayes are quotes describe the balancing act that I think life is mostly about.

Saying that, we are involved in social media as an effort to balance and control our online image.  You see, I don’t live to farm – I farm for a living.  I also say I must be unemployed because I love my “job” so it must not be work!  I use our web site, blog, Facebook, YouTube, and Twitter accounts, to sell our “stuff.”  It also helps with search engine optimization; I just try and put enough content out that I generate inbound links as much as possible from as many angles as possible.

We currently raise about 52 different crops on approximately 700 acres.  Our farm market/winery is open year round. We attended 10 farmers markets a week during the summer of 2010 and one in the winter. We also focus on special event marketing in addition to “traditional corn maze/fall pumpkin” attraction destination activities. We do all of this to sell what we grow and make.

As a “traditional farmer” I got tired of buying retail and selling wholesale as they say.  We wanted more control.  We needed to vertically integrate our product line yes, but our marketing message even more.  Social media allows for direct real time interactive communication with our markets/people.  You have to spend the time and money somehow to market and social media is better than most of the “professionals” I have found out there.

It is about the “Balance”, and conversions in the end are what makes “$Bank$”.  Social media is not a total answer –  it is a tool to be used as part of a plan.  Part of that plan revolves around an authentic message and an image development that reinforces the true reality that is a farm life. That IS marketable in itself!  Social networking is the best tool for this job.  For example: I remember “back in the day” mowing hay before bolt on knife sections, and diskbines.  If you ever tried to change a knife section on a cutter bar without that “rivet tool thingy” – you know what I mean?  You had to use a ball-peen hammer a cold chisel, center punch and a “smash hammer”, (which usually involved a knuckle sooner or later).  Sure makes reaching for your pocket knife later a whole lot easier if your knuckle isn’t busted!

Content like THAT is what I mean, it “connects” or at least relays an experience that other people trust as coming from a true legit source without any “filters”.  It is a special message and treatment that people want – true customer service.

Zingerman’s of Ann Arbor, Michigan says it best.

• Figure out what the customer wants,
• Give it to them,
• Go the extra mile.

It’s really that simple – and communicating, especially social media helps to do this very well.  Even if you don’t direct market, other people  have an increasing say in how you operate and that translates into your cost of production. History shows the low cost producer usually succeeds.  Profit comes two ways, increased sales or reduced costs.

Social media allows you to listen, so you can act effectively, which provides an opportunity to exceed expectations. Do this well and you multiply “agvocates” beyond yourself in the form of third party validation, which are today’s most valuable ambassadors.

Everyone is your customer, everyone is your boss, but tell your story well and they are your friend too! Outcomes we’ve seen include:

• Touching our customers: a certain portion of our guests they tell me in person often how much they like our posts etc.
• Listening: you learn the most when you close your mouth and open your ears I was told. Social media allows me to keep a good eye on trends and the “vibe” of the day, market, demographic, etc.
• Growing our business: I hope we can keep up and continue to “exceed” expectations.

Social media has made me a better person; it’s  “softened” my edges a bit, while increasing my awareness of the world around me and what other people find important in their lives. I suggest you try social media before someone does it for you and you don’t like but can’t do anything about it.  At least “show up” and see what happens.  Species that fail to adapt perish.