Onward's ultimate multitasker

Little did she know that in next to no time, the image would go viral.

By lunchtime on Tuesday, Sue's photo of 12-year-old stud Murray Grey cow Onward Debbie delivering twins had reached about 147,840 people.

The post itself had received 6608 total likes, 926 comments and 809 shares.

Admittedly, the scene is one you wouldn't commonly encounter, let alone have a camera in hand for, but it's one that has definitely got Facebookers the world over talking.

Setting the scene, in Sue's own words:

"She is a Y cow (2003-drop), just dropping (literally) calf number 12. First calf and daughter sold (she's bound to have another). Second daughter died. Eight magnificent sons (she is starting to get a little short in the tooth). Rejoined only in the hope of a heifer calf. Cow moved to the 'oldies' paddock for last calving. First twin a bull. Didn't bother to check the sex of second twin. She remains a favourite however and may be rejoined and treated with kid gloves after this epic but picturesque fail."

Sue was checking her cows on another property on Monday when she came across the stud matron in the midst of calving.

"It was just by chance I was out there, I saw her with one calf, looked over and another bag was coming out and the bag was still intact," she said.

"So I went over, she stood up, the bag was still intact, so I ripped it open and I just happened to have my camera in hand."

When she spoke to the Stock Journal on Tuesday, Sue said she had just been out and checked the newborns.

"They're both up and I assume sucking, she's sucked out," she said.

The opportunistic shot and the online reaction it has sparked caught Sue completely off guard.

"I just can't believe the interest it's created," she said.

"Reading through the comments on the page there's only one person who's written a negative comment.

"The most common comment is about females multitasking; it's a good study in how different people perceive that photo, I'm getting a chuckle out of it."

The success of the photo highlights the effect social media and the internet can have on agriculture and its day-to-day promotion.

Sue initially set up her Onward Murray Grey stud Facebook page for promotion purposes only.

"I was very anti-social media, I thought it was a big waste of time," she said.

"I got onto it one day three years ago and thought yep, this looks alright."

After setting up her page, Sue began exploring the world of Facebook and came across the Animals Australia page.

"I started reading that and getting into discussions with the really radical mob and I was blown away at their attitude," she said.

"I thought the only way we can do anything about it is to be proactive and try and connect consumers with reality.

"There was absolutely no point trying to discuss anything with the die-hard activists, but you always hope people reading along in discussions are getting something out of it and getting our side - the rural side - of the story.

"That's what inspired me to open up the Onward page and throw a few opinions in there, but to show warts and all insights - the good, the bad, the ugly, everything.

"So it evolved quite a long way away from just being a stud promotion - I still use it for that of course, but I've wanted it to become more of an educational connection, connecting with people who just want to know the truth."

In her pursuit to tell the truth about life on a beef farm, Sue has come across some rather pronounced opinions and dealt with her fair share of backlash, but she's pragmatic about it all.

"You've got to be thick skinned, got to see the humour in it - I find it's my evening's entertainment instead of watching trashy TV," she said.

"Social media is the only way we can connect with our consumers, because our industry bodies are doing nothing.

"We have to take on the task as individuals to put the truth and reality out there, make the connections, because our industry bodies are letting us down.

"We became very good at social media because of the live export ban - that taught everybody that we had to be proactive."