There are few subjects that are as universally discussed and universally misunderstood as the Internet and the rise of social media. Not a day goes by without some media outlet doing a story on the Internet or the use of social media. In schools, churches, business meetings, farm meetings, and just about everywhere else, you can find discussions about the Internet.

The phrase, “I saw on Facebook …” starts many conversations today. Tweet is something birds used to do; now it is a 140-character sentence placed on Twitter. A friend was something you kept for life, now a friend is just another picture on your Facebook profile.

Yet, despite all this, the new media, as it is sometimes called, has had very little impact on some of the basic values of rural America. While the names are new, the concept has been around for centuries.

At the beginning of the 20th Century, it was common for farmers to regularly go to town and meet with other farmers to discuss the weather, prices, government farm policy, and what the neighbors were doing. This often took place at a local restaurant, or perhaps at the pharmacy, or general store. This was the original social media.

At these gatherings, people would post their status by saying something like, “Really upset, one of my best plowing horses went lame this morning.” Someone might write on his neighbors wall by saying, “Eli, you gonna paint your barn this summer; it’s been a few years hasn’t it?” A tweet would occur when someone would say to the group at large, “Did you see what is going on down at the Murphy place?”

Today’s technology has increased the speed and reach of this social media, but, at its core, it has remained the same.

The World Wide Web can span the globe in a matter of milliseconds. Yet, the search engine Google reports that 20 percent of Google searches are for local information. That means 600 million searches per day are for local information. This is a huge opportunity for businesses.

This shows that, while we can reach around the world, what we really want from the Internet is the closest place to find a part for a John Deere 4430. While farmers are involved in a global industry, at heart they are local.
Local weather and local news are what producers are looking for. National and international events that will impact their operation are also important, but local leads the pack. That is why, despite all the advances in online technology, the local radio station still survives.

A recent media usage study conducted by the National Assoc. of Farm Broadcasting revealed that radio is still the No. 1 source for timely information. More than 80 percent of 500-plus-acres growers said they listen to radio every day for information that will impact their operation. The Internet came in second as a grower’s most important source.

Farm newspapers also did well in the study since much of the information they print is locally or regionally based.

More than 20 percent of farmers surveyed said they are listening to the radio more today than ever before, which is quite a statement in this era of ipods. As farms have gotten larger producers have had to spend more time on the road, and local radio is their constant companion. I do not mean to imply that farmers are not big users of online sources, they are. But just as television did not kill radio, neither will the Internet.

The NAFB study also pointed out the next big trend. Wireless use by farmers is on the rise. With ever improving coverage in rural areas, smart phone use has increased.

In the very near future you will be able to surf the web, listen to your local radio station, and even read a farm newspaper, all from your smart phone or other wireless device.

Here again, however, it will be local content producers will be looking for. So next time some young person under 30, tells you that social media is the invention of the young, remind them that social media has been around for a long time. The only real difference is that the smart phone, tablet computer and itouch have replaced the original social media device: the coffee cup.

The views and opinions expressed in this column are those of the author and not necessarily those of Farm World. Readers with questions or comments for Gary Truitt may write to him in care of this publication.