When we talk about social analytics, our thoughts often turn to marketing, advertising, and technology. I’m going to take a wild guess and say that agriculture probably isn’t the first thing that pops into your mind.
Recently, I sat down with Dr. Annie Specht, Assistant Professor in the Department of Agricultural Communication, Education, and Leadership at the Ohio State University, to learn more about how she and a team of graduate students utilize Sysomos MAP to research important agricultural issues. Dr. Specht teaches within OSU’s Agricultural Communication program, focusing on topics such as visual communication, graphic design, and technology. She understands the important intersection of media and agriculture, seeing the value social insights can add to her department’s research.
Dr. Specht shared her experience using MAP to research conversations around a serious water-quality crisis in Ohio. She explained that she and her team often self-reflect on issues incorrectly, so it was very important to confirm or refute their suspicions with concrete social data. They needed to understand how people were talking about the issue, so they could build an informed engagement and education strategy.
Sysomos’ diverse customer base is a constant reminder that social intelligence isn’t confined to specific industries, and that understanding the voice of your audience is always important.
Click here to learn more about how the Ohio State University utilizes social data for agricultural research.
(Photo credit: Flickr user Yair Aronshtam)