When speaking with farmers, many times I learn they haven't seen the social media posts or advertisements being placed by their national and local checkoffs. Why does this happen?
In the past, they would see marketing efforts and advertisements because there just weren’t as many options available to place them. There was a limited amount of T.V. channels, radio stations, and newspapers, so there was a good chance you would see a milk ad, a dairy recipe, or catch a radio spot.
Now, there is a plethora of places to put marketing dollars. Instead of using mass media (which can be very expensive, targets multiple audiences, and has very limited measurement), your national and local dairy checkoffs use precise digital ads, served to specific audiences (such as “conflicted health seekers,” who are predominately female with school-age kids and live in an urban area).
Unfortunately, this means you might not see all the content that your dairy checkoff is creating. And they are creating a lot of dairy-friendly content that farmers may consider sharing on their social channels.
To help you see this content, I've put together a list of links to check out, follow, and share their content with your audiences. I've also put together lists of farmer-created content that I'll share in another column.
Below are links to your national and 16 state and regional dairy checkoff teams that are part of the United Dairy Industry Association. If you have any questions about which local checkoff you are contributing to, please find your state on our local dairy checkoff map.
Websites:
Dairy Management Inc./Undeniably Dairy
Nevada Dairymen & Dairy Council of Nevada
California Milk Advisory Board
American Dairy Association North East
American Dairy Association of Indiana
Maine Dairy & Nutrition Council / Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
Facebook:
Dairy Management Inc./Dairy Good
Dairy Management West
Nevada Dairymen & Dairy Council of Nevada
California Milk Advisory Board
American Dairy Association North East
American Dairy Association of Indiana
Maine Dairy & Nutrition Council / Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
Instagram:
Dairy Management Inc./Dairy Good
Dairy Management West
Nevada Dairymen & Dairy Council of Nevada
California Milk Advisory Board
American Dairy Association North East
American Dairy Association of Indiana
Maine Dairy & Nutrition Council / Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
Twitter:
Dairy Management Inc./Dairy Good
Dairy Management West
California Milk Advisory Board
American Dairy Association North East
American Dairy Association of Indiana
Maine Dairy & Nutrition Council/Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
Pinterest:
Dairy Management Inc./Dairy Good
Dairy Management West
California Milk Advisory Board
American Dairy Association of Indiana
Maine Dairy & Nutrition Council/Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
Vimeo:
YouTube:
Dairy Management Inc. - Dairy Good
Dairy Mangement West
Nevada Dairymen & Dairy Council of Nevada
California Milk Advisory Board
American Dairy Association North East
American Dairy Association of Indiana
Maine Dairy & Nutrition Council / Maine Dairy Promotion Board
United Dairy Industry of Michigan
American Dairy Association Mideast
Oregon Dairy and Nutrition Council
To learn more about your national dairy checkoff, visit www.USDairy.com, join our weekly Dairy Checkoff Newsletter, or send a request to join our Dairy Checkoff Facebook group.
The author is a Senior Vice President of Digital Initiatives at Dairy Management Inc.