Facebook can be a great promoter to your organization or it can let the dirty laundry out to be inspected by anyone with access to a computer and an attitude.
A few weeks ago, Monsanto, “one of the largest profiteers of GMO food,” as some people call it, decided to launch a Facebook page.
These people have courage, I told myself — or maybe they understand something about the power of Facebook. But after you read Monsanto’s Facebook page, you realize that things are not looking pretty for the biotech giant on social media.
There is a posting from Monsanto saying “The court rejected the lawsuit finding that the Organic Seed Growers and Trade Association and plaintiffs had engaged in a ‘transparent effort to create a controversy where none exists.’ The court also held that there was no ‘case or controversy’ on the matter as Monsanto had not taken any action or even suggested to take any action against any of the plaintiffs.”
Monsanto Facebook followers responded with passion.
They wrote more than 100 comments in favor of OSGATA and against the company. And that is taking in consideration that Monsanto does un-friend people that post information they don’t like.
But the Facebook followers always find a way to sneak in and say what they need to say.
Monsanto continues working at creating trust among Facebook followers with postings about the safety of biotech sweet corn and their mission to “stop the world’s hunger.”
Will Monsanto’s attempts to be liked by Facebook followers work?
It will be a long road ahead for them. Based on the comments, the trust appears to be gone.
Still, I believe Facebook could be a great promoter of the produce industry and a valuable platform to educate consumers, as long as you have good karma.
If you decide to ignore social media, it is at your own risk and the risk of shaping the debate/discussion about your product or industry.
Veronica Hoyos Leonard, Ft. Davis, Texas, is an agriculture engineer specializing in intensive production of horticultural crops and a freelance writer on Hispanic and agricultural issues.
What's your take? Leave a comment and tell us your opinion.