Running a farm is a job where you practically need to know everything from plumbing to psychology. Every workday is different, even though there are basic tasks that remain the same, such as milking, taking cows to be milked, feeding, monitoring the herd, and caring for calves. However, these days also include moments where you need to act as an electrician, plumber, doctor (both for humans and animals), or even an installer. So, while a cashier’s job at a store may have clear tasks and involve the use of specific digital services, my field is incredibly broad. This is perhaps because most of the services we use are highly specialized or specifically designed for livestock owners, rather than being general platforms like TikTok or YouTube—although, of course, these can also be utilized in this field.

When discussing this topic, it is important to clearly define whether we want to cover everything that can possibly be done in this industry or focus on the more common digital services used in the field. I also try to put myself in the shoes of, for example, a cashier, what would I think about in that role? Perhaps the cash register system, a workplace communication app, a scheduling app, or a booking system.

Digital Services in Use

Agriculture and social media are very relevant topics because, in some way, farming needs to be brought into the modern era. Increasing public awareness of agriculture and presenting the realities of farming truthfully to people is something that should be introduced to social media. In recent years, agricultural social media influences have been on the rise, doing important work in promoting the viability and positive perception of farming.

Some of the best social media platforms and tools for this purpose include YouTube, TikTok, Instagram, and Facebook—platforms that allow direct content creation for consumers. Additionally, Vimeo can be used for content production. I will now focus on discussing these topics and applications in more detail.

• YouTube is great for sharing videos and allows for longer, more in-depth content that can contain a lot of facts, as it suits the platform’s format. The pace of content publication can be slower since making and editing videos takes time. For example, a video about a typical day on a farm would work well here, especially if it delves deeply into specific tasks, such as explaining why, how, and when a cow is medicated rather than simply saying, “I just gave Goldilocks her medicine,” which would fit better on a fast-paced platform like TikTok.
• TikTok, on the other hand, could be an excellent tool for creating a positive atmosphere around farming. It can also be used to provide informative content while considering TikTok’s fast-scrolling nature. Additionally, it could be used to market a YouTube channel if the goal is to establish YouTube as the primary information source.
• Instagram and Facebook function similarly as tools, but their key difference lies in their target audience demographics. Instagram is also much more visual, allowing content to be shared in the form of images. Unlike YouTube or TikTok, these platforms do not necessarily require video content; a single image and caption can be enough to convey the intended message. Both services also allow the creation of short, temporary videos or “stories” that followers can view for a limited time, typically 24 hours, without them being permanently saved in the app. This feature can make social media content more engaging. These stories can also be static images that disappear after a set time.

Reflection

The tools and approaches I have chosen for this field will undoubtedly bring a fair share of criticism, as always happens in social media. However, in this field, it likely hurts even more. Think about an influencer who films themselves commercially, building a personal brand—they inevitably receive a lot of hate and criticism, which is never acceptable, but it is something that happens to anyone who shares their image online.

On the other hand, why isn’t the same logic applied to this field? If you post, you get… I find it exhausting that criticism is directed at my work—my livelihood—that I give at least 100% of my effort to. You are responsible for animal welfare 24/7, nearly without pay, and yet you get insulted, even when you know your animals are well cared for. Unfair, isn’t it? Especially when people forget that their food—be it carrots or oat milk—also comes from farmers.

No one should face bullying or insults on social media, but when using these tools in the agricultural industry, you need to be prepared for negativity—not just in the manure pit, but online as well. Thankfully, there are also wonderful colleagues among your followers who help you keep going. ❤️

Self-Assessment

I believe I managed to narrow down this potentially broad topic in a clear way and reflect on it from multiple perspectives. I am also proud of putting my thoughts into words in this blog, especially regarding how much negativity farmers face on social media. It’s disheartening to see how these platforms can be used against us, such as through secret recordings that only show selective angles to make us look bad, while completely disregarding privacy and biosecurity.

I also think I explored perspectives beyond my own industry, which adds depth and variety to this assignment.