I followed Michele Payn-Knoper (@mpaynknoper) on Twitter. Ms. Payn-Knoper is a professional agricultural communicator who covers food and agricultural issues. She also runs a business to help connect farmers with consumers through social media, and serves as a spokeswoman for agriculture.
Because Ms. Payn-Knoper’s business is connected with social media, her Twitter account is inherently professional. It is where farmers go to learn about social media and her business.
Many of her tweets also combined her personal and professional life.
Using Mashable’s “4 Ways Social Media is Changing Business” I’ll outline how Ms. Payn-Knoper utilized Twitter to promote her business and connect with other people in the industry.
From “Trying to Sell” to “Making Connections.” After the “God Made a Farmer” Super Bowl commercial was shown on television, Ms. Payn-Knoper used the opportunity to build connections with others. She wasn’t trying to sell modern agriculture. Instead, she was interested in having discussions with others about what agriculture looks like in our world, and hearing others impressions about agriculture.
From “Large Campaigns” to “Small Acts.” Ms. Payn-Knoper used Twitter to help others in her field. When she Tweeted about the relationship between farming and social media, the Virginia Dept. of Ag replied to her Tweet and asked her for help. She responded to their questions on Twitter, then offered to reply by email to any other questions they had.
From “Controlling Our Image” to “Being Ourselves.” Ms. Payn-Knoper primarily used her Twitter for purposes relating to promoting agriculture, and encouraging farmers to do the same. However, Twitter is tool she effectively wields to make her a person and not just a business. Last week, she apparently traveled to a conference. I enjoyed reading her funny observations about airports and travel.
From “Hard to Reach” to “Available Everywhere.” Twitter is a great tool because it allows you to simply connect with people in brief interactions. Ms. Payn-Knoper did a great job of this. She connected with people on a personal basis. Additionally, she updated regularly, but not so much that I was overwhelmed by the volume of her Tweets.
Ms. Payn-Knoper consistently offered interesting tweets and made excellent use of the various tools on twitter such as hashtags. She tweeted on a variety of topics ranging from pink Carhartts to Anderson Cooper’s interview with someone from the U.S. Farmers and Ranchers Association. As a burgeoning AgComm professional, I benefitted from Ms. Payn-Knoper on variety of levels. Notably, shed did a great job of networking with others on Twitter and keeping her Twitter personal and professional. Additionally, I would be interested in emulating Ms. Payn-Knoper in my professional life and becoming familiar with how she operates was insightful.