Social Media Commons^™

Exploring The Impact Of Ohio Agricultural Organizations’ Social Media Use On Traditional Media Coverage Of Agriculture, Leigha Haller, Annie R. Specht, Emily B. Buck

Journal of Applied Communications

One of the nation’s most important industries, agriculture, has adopted social media to communicate with consumers and the public. At the same time, traditional news media remains important to the agriculture industry because many consumers still receive information about agriculture from sources such as newspapers and television. Little literature at the time of this study explored how social media is used specifically as a media relations tool. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages could impact central Ohio traditional media outlets’ coverage of agricultural issues. The …