As producers, we've all jumped on social media to see what is happening over the fence, whether it be our neighbour or a producer on the other side of the country.
Usually it's been an image of a tractor in a paddock, just as proof that we have started seeding, or any farming milestone throughout the year. If there's no photo or video evidence, did it really even happen?
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It is well documented through research and anecdotal information that farmers learn best from farmers.
We like to hear of someone else trialling something before we give it a go, ironing out all the mistakes or finding the positives. This is where field days or crop walks have become so valuable in providing new variety, technology or production system information to farmers.
So where does grain marketing sit with all of this?
Grain marketing is an individualised strategy developed by a farming business and takes into account the business needs from cash flow, profitability and risk management points of view. It is not a one size fits all approach.
Social media is such a powerful tool when it comes to telling stories and experiences relating to agriculture.
An individualised approach to grain marketing takes emotion out of the decision-making process surrounding the when, where and how of selling grain.
When we are constantly bombarded with information regarding how the season is progressing, it becomes more vital to tailor grain marketing to your own business. No one else knows your own conditions, rotation or risk profile.
But these days, we see more and more social media posts from others looking into what we should do with the last 500 tonnes in our on-farm storage, or if we should sell the lentils.
There is a risk to following advice from social media as it neglects to take into consideration your individual situation or appetite to risk. It is a similar situation to typing your symptoms into Google without going to see a doctor.
Entering a grain marketing strategy off the back of a conversation at the pub is not the same as an in-depth discussion covering risk, your business needs, or your financial position. The same applies to marketing advice from conversations through a smartphone screen or social media feed.
Social media is such a powerful tool when it comes to telling stories and experiences relating to agriculture.
The ability to get information from different regions in Australia at the click of a button has changed grain marketing.
It has become so important that it helps markets understand seasonal conditions locally, nationally and across the globe.
The ability to get information from different regions in Australia at the click of a button has changed grain marketing forever. The market is more reactive and volatile, particularly going forward.
Analysis of social media trending phrases or hashtags can give an accurate idea of what is happening across a state or country.
A researcher from Canada has shown that data from social media platforms can be used to accurately gauge sentiment on a season, time of sowing and percentage of resowing.
Positive images of record crops, high yields displayed on yield monitors and timely rain can all increase the likelihood of a price decrease in local markets.
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News and continued images on social media of drought-like conditions to the east and here in SA, as well as huge areas of crop affected by frost, have previously positively influenced domestic pricing.
Images regarding quality can also play a part in how the markets perceive what is still to come off of paddocks. Puddles and lamenting rain ruining harvest can throw up quality concerns much quicker than previously.
The influence of social media can no longer be underestimated as an information gathering tool for grain marketing news. But it should be noted that it does not replace the need for due diligence, understanding individual circumstances or a tailored marketing or decision-making strategy.
