Posted by Casey Morgan
Larry Cleverley couldn’t use social media to advertise his business when he began organic farming over 15 years ago.
But times have changed.
But Cleverley was a bit apprehensive about using social media early on.
I recently spoke with Cleverley about social media’s impact on his business, and he said, “It seemed to me, after basically ignoring social media for quite some time, that it definitely was here to stay, and it seemed like a good place for me to reach a younger demographic, especially on the retail/Farmers’ Market side.”
I asked Cleverley whether the interactive nature of Twitter and Facebook provided an outlet to have a conversation about his product, as opposed to the linear nature of signs. “I think probably the best way to approach it is from a conversational standpoint. Sometimes I just post very straightforwardly what we’re going to have, and should somebody reply to it, then the conversation starts,” Cleverley said.
Twitter and Facebook have become invaluable marketing tools for clear communication and are directly responsible for successful promotion of Cleverley Farms.
“I’ve noticed that this summer we’ve attracted younger people to the Farmers’ Market stand, and I think a good deal of that is attributable to Twitter and Facebook,” Cleverley said.
So when will Iowa farmers recognize the value of using social media as a marketing tool? And when they do, how will they adapt their business models accordingly?