Make stories part of your advocacy in ag
Your farm’s story can help promote agriculture. Considering that most Americans are at least two generations removed from agriculture, it’s more important than ever to help connect the public to your livelihood and way of life.
Dr. Michelle Schack, dairy veterinarian and online educator known as @DairyDoc, recently presented “Turning Your Story into Dairy Advocacy That Connects” as a webinar hosted by Dairy Girl Network and sponsored by Painterland Sisters.
Schack asked if attendees had ever answered a friend’s question about dairying, posted online about farming, hosted a farm tour or read in a classroom.
“Because you guys are already advocates for dairy,” she said. “Advocacy doesn’t belong to just the people with the biggest platform. I started with zero followers and now I have 8 million per month.”
Schack did not grow up on a farm or have any farming background, but her enjoyment of animals spurred her to earn a veterinary degree at UC-Davis. In 2021, she started @DairyDoc, a TikTok account. She now has 397,000 followers on that platform.
Her first video received 37,000 views, which helped her realize that users want behind-the-scenes looks at dairying. Though she did not have a farm of her own, she used footage she obtained with permission and her next video garnered 150,000 views. She asked users if they could tell if an animal was a steer or a cow, which generated a lot of debate. Any interaction with a post helps bring more views.
In 2023, she started Instagram and Facebook accounts by reposting TikTok videos as Reels. Schack gets more engagement from her primary audience on these platforms. She just started using YouTube to post longer videos.
“The point is not to talk about how many followers I have but that everyone starts with zero,” Schack said. “When you find your place, you will grow your following whether online or in real life. There are people who want to book farm tours and refer you to their friends. You won’t go anywhere unless you start.”
She likes how public speaking gives her the opportunity for face-to-face interactions because social media isn’t a space where everyone likes to interact. Schack also said that she doesn’t make money using social media.
She believes it’s important to reach consumers before misinformation taints their view of the dairy industry. This year, Schack wrote a children’s book, “Milk from Cow to Carton,” that has been used in STEM activities and ag literacy events. More than 800 classrooms in her home state of Arizona use the book.
The “moveable middle” is where she believes ag advocacy has the greatest ability to educate. This cohort is between fellow farm enthusiasts and the activists that will never view agriculture as acceptable.
“Some say there’s no point in that people have already made their decision,” Schack said. “There’s activists who say no animals should ever be kept for any reason. We’re not talking about those people. Don’t spend your time on them.”
Instead, winning the moveable middle “depends on who is loudest and has the most interesting stories to tell,” she said. “We can move these people to help them understand the barnyard. But you have to find your lane. Think about what brings you joy.”
This could include working as an educator, storyteller, writer, photographer, host, speaker, scientist or relationship builder.
“Whatever you’re doing what brings you joy, think about how to apply that for advocacy in agriculture,” Schack said. “I believe it’s bigger than social media.”
Although they’re adults, she reached out to her book club members about her book and they all bought a copy.
“People around you have a bigger influence than you realize,” Schack added. “Even if you’re just educating your neighbor or someone at the grocery store, it has a ripple effect.”
She thinks that because most people do not know much about farming, they’re largely interested to learn and will therefore listen.
She’s participated in a farm tour to share her experiences as a veterinarian. Another woman on the tour cooked lunch for the participants. Another made gift baskets for everyone who came along. By using their differing talents, the farm tour participants helped create an enriching experience for attendees.
Farm owners interested in hosting a tour should reach out to local farm organizations like FFA and 4-H, value-added product producers and other farmers who might enjoy being guest speakers.
Schack also likes to participate in podcasts and said that asking to do so is a great way to participate in this method of advocacy.
“If you listen to a podcast and they have a guest and realize you could speak better than that person, reach out,” she said.
Media coverage can also help. Schack recommends Help a Reporter Out to connect with media.
“They will write on things with or without us but I’d rather it would be with us,” she said.
It’s helpful to think of answers before they’re asked. Schack often hears:
- Why are cows so skinny?
- Is artificial insemination bad?
- What do you feed them and why can’t they just eat grass?
- Does milking hurt them?
- Why are the calves separated from their moms?
- What happens to male calves?
Resources from Dairy Management Inc. can help formulate succinct answers.
Schack warned that replying to comments with insults about the poster’s spelling, grammar or intelligence is counterproductive. Instead, focus on what the person is really asking. Insulting posters shuts down the conversation.
“We are not here to shame other people as that will discourage the moveable middle from asking questions in the future,” Schack said. Sharing the truth explains dairying practices to the general public reading the exchange and not just that poster.
It’s also vital to admit that the industry isn’t always right and has improved its practices as more research emerges.
“Tell the truth and be specific,” Schack said. “Learn to speak their language. When we make generalizations, people will prove us wrong.”
It’s essential to remain transparent. “People can make their own choices,” Schack said. “The real problem is that ag is disconnected from consumers. We are also disconnected from consumers and we don’t know what they’re thinking about and what they want to learn.”
Collaborating with other organizations can help in both connecting with the public and understanding what they want to learn about dairying. That can include dairy councils, Farm Bureau, Ag in the Classroom, dairy promotional organizations, schools, libraries, teachers and Dairy Girl Network.
The U.S. has an estimated two million farms and 300 million social media users. If each farmer reaches a few hundred to a few thousand people, that reach can extend to touch more people.
Whether it’s a classroom, social media post, county fair exhibition, newspaper interview, partnership or even just a difficult conversation, “you can do all of these things,” Schack said. “If we work together, we can make a difference for a strong agricultural future.”
