With a focus on analyzing conversations through social media and other online channels, the dairy checkoff’s newsroom helps determine what sort of response – if any – to consider when the industry faces an issue that could impact consumer confidence in dairy.
Such was the case in September when an animal rights group released an undercover video depicting animal abuse on a New Mexico dairy. The newsroom immediately began monitoring online consumer conversations to see if this video was making an impact.
Interest in the story peaked on the day the video was released, but it quickly died down in the subsequent days. Newsroom monitoring identified about 2,400 social media posts over a four-day span. These conversations represented less than 1 percent (0.57 percent) of total discussions about dairy during that period. Swift action from the dairy cooperative and others also helped mitigate the video’s impact.
“Analysis showed us early on that the video wasn’t a point of conversation among a vast majority of consumers,” said Jennifer Snyder, DMI vice president of consumer confidence and the newsroom. “Most conversations specific to the video were among activists or those who may be more predisposed to activist-driven efforts.”
The newsroom’s information was shared with industry organizations, including the Dairy Communications Management Team, which consists of DMI, International Dairy Foods Association, National Milk Producers Federation, MilkPEP and U.S. Dairy Export Council. DMI also supported Dairy MAX, the checkoff organization representing New Mexico dairy farmers that took the lead with state and local organizations during this issue.
Important learnings from the video will set the stage about how the newsroom can support industry-wide issues communications in the future, Snyder said.
“Monitoring a situation is always the first step,” she said. “There are many issues and topics that are important to those of us in dairy, and rightly so. But we cannot assume that topics that are important to us are important to those who consume our products.”
Today’s consumer is communicating more through social media, so monitoring provides real-time perspective on whether certain topics or activist-driven efforts are breaking through.
“The last thing we want to do is elevate or introduce topics into conversations that our consumers aren’t having,” Snyder said. “Monitoring allows us to engage consumers and introduce topics that are meaningful to the public and allow us to tell dairy’s story to protect consumer confidence.” PD
Should I respond?
Yes. If you are asked about dairy farmers’ commitment to animal care, consider these key points:
- The dairy industry is committed to animal well-being and has proactively put in place several initiatives reinforcing this commitment.
- The National Dairy FARM Program, launched in 2009, is a verifiable, national animal well-being program that provides management tools to U.S. dairy farmers and further demonstrates the industry’s commitment to animal well-being.
- Dairy farmers depend on healthy cows for their livelihoods. They care for their herds by providing a nutritious diet, good medical care and healthy living conditions.
Sharing your story is a great way for consumers to learn more about how animal care is a top priority for dairy farmers. Here are some ideas to consider:
- Talk about the daily activities on your farm through social media channels such as Facebook, YouTube or Twitter.
- Continue to build positive relationships with your neighbors and community through farm tours or events such as “breakfast at the farm.”
- Present information or participate in events at local schools or represent the industry on a civic group board or committee.
Related resources
Test Your Answer
What is the FARM program?
ANSWER: The National Dairy FARM Program, launched in 2009, is a verifiable, national animal well-being program that provides management tools to U.S. dairy farmers and further demonstrates the industry’s commitment to animal well-being.
Your Dairy Checkoff in Action – The following update is provided by Dairy Management Inc. (DMI), which manages the national dairy checkoff program on behalf of America’s dairy farmers and dairy importers. DMI is the domestic and international planning and management organization responsible for increasing sales of and demand for dairy products and ingredients.
