The document outlines a social media strategy for a cooperative (Co-op). It discusses using platforms like Facebook to reach new customers, educate them about the Co-op structure, and promote the Co-op brand. Specifically for Facebook, it recommends creating pages for the main Co-op and related organizations, using features like events and groups to engage customers, and providing tips on content best practices to build and maintain an engaged audience.

3. II. Social Media Strategy • A new sales tool to reach customer • Bring value to our cooperative system • Promote and connect the Co‐op family • Appeal to a new customers • Explain the Co‐op structure • Provide a new Co‐op education platform • Build the Co‐op brand • Provide product information • Provide best practice and management tips • Be timely engaging based on the SM platform • Be progressive in the viewers eyes • Be the rural homeowners community • Springboard for the agricultural community • Be informational and fun • Humanize, demonstrate and promote a compassion for agriculture • TFC’s SM platforms will drive customers to member stores • Help members develop their strategy and assist in development and execution • Become engaged and knowledgeable of emerging SM tools and incorporate as needed

4. 2. Facebook o Two sites (Co‐op and Cooperator) for Co‐op, one each for others (CFS, ADI, Ag Eq., Stockdale’s) o Online fans (followers) that can engage in interactive communication o Ability to add photos, video and allow customers to post content o Ability to promote “events” to users o Ability to have multiple groups where you can control access (examples of groups could be Co‐op employees, member managers, TFC employees, dairyman, corn growers, etc.) o Ability to advertise to distinct groups in a geographic area or a demographic sector o Ability to cross promote from current website and other Facebook pages o Ability to link vendors and product pages o Free communication and interaction with fans (or followers) o TFC employees register a professional page for business use and correspondence

5. Considerations from EFC

6. Using Facebook

10. Getting started Login to your Facebook account Sign up if you don’t already have one

11. Getting started You will be the “owner” of the page forever! You will also be an administrator Multiple administrators can be set up Only administrators can post as page’s identity Administrators can be added or deleted anytime The page is not publicly connected to your Facebook profile Cannot have separate “personal” and “business” accounts because Facebook doesn’t allow multiple accounts

12. Create a page Go to: www.facebook.com/page

13. Create a page Choose a category for your page We suggest “Local Business” This cannot be changed!

14. Create a page

15. Create a page Name your page How you want it to appear to users This cannot be changed!

16. Create a page

17. Customize your page Profile photo Info Tab Introduction Applications Settings

18. Add a Profile Photo Store image (single location) Co-op Logo (formatted for Facebook) Agricultural image (localized) Customized logo (ask us for help) This can be changed any time

19. Edit Info Next step is to add page information

20. Edit Info Fill in basic information Address Phone Store hours

21. Edit Info Detailed info Website: ourcoop.com & others Parking lot Ignore public transit

22. Edit Info Click the “Info Tab” at any time to edit information about your Co-op

23. Add Introduction Write a short description of your Co-op Limited to about 45 words Can be changed any time

26. Edit Settings Choose what “Applications” you want on your page Photos Links Events Video (if you have any)

27. Edit Settings Chosen applications show up as tabs on your page

28. Start Your Status! Post your first status update Suggest you start with a welcome post

29. Customize More Once you reach 25 fans, you can apply for your own unique username http://www.facebook.com/username Choose wisely: cannot be changed! www.facebook.com/MyFarmersCooperative

31. 12 tips to engage fans

32. 12 tips to engage fans 1. Incite comments by posting questions Single most important thing to create activity. This is social media, not a web site. Fans want to interact. Otherwise, they’ll go somewhere else The more comments you get, the more opportunity to go “viral.” Test their knowledge with a quiz. Keep questions simple, personal.

35. Post at least once a day once you build a decent following.

37. Photos will draw attention to your post on a text-heavy wall. (The History.com post could use a photo!)

38. People like to browse photos.

39. Include photos of employees (with a short bio), store and community events, and more.

40. Encourage fans to post photos.

42. Look into purchasing a Flip Video camcorder. You can get them for around $150. Check out their web site at www.theflip.com

43. Keep videos short (one minute or less), funny, and interesting.

45. You can be casual without being incorrect.

46. Your credibility is at stake. Poor grammar and spelling appears unprofessional and lazy. Not a good combination!

50. They are less apt to leave a comment if they believe there’s no one there to respond.

51. Don’t patronize your fans with company rhetoric. Be personable, helpful, straightforward, and transparent.

54. Slip in sale or inventory information between other types of posts.

55. Don’t treat FB like a traditional type of advertising. People expect to be sold on TV and radio, and in the newspaper — not on FB.

58. Use lots of photographs and videos

59. Update your page often — at least one a day during the week — with interesting content

60. Use a relaxed, casual tone in your posts

61. Use good grammar and spelling

63. Let your page become overbearing

64. Use a business-like or stuffy tone

65. Let your page become text-heavy

66. Constantly try to sell your fans

78. Tools to enhance pages