Tweeting with Authority: Identifying Influential Participants in Agriculture-Related Water Quality Twitter Conversations

In August 2014, Toledo, Ohio, experienced a dangerous algae bloom that led to a citywide water ban. News media coverage of the incident was widespread, as was social media conversation. Opinion leadership has been linked to news media agenda setting, and social media users are capable of generating considerable social influence within the sphere of their social networks. To better understand the dynamics of the conversation—especially as it pertained to agriculture—both during and after the water ban, the researchers used a social media analysis platform to identify high-influence Twitter users who participated in water-quality discussions about the Toledo water ban. Narrowing the search to agriculture-related discussion, the researchers revealed a dearth of agriculture-related content and also identified three categories of Twitter users in the conversation, including news sources, activists, and agriculture advocates. The researchers also found that Ohio users in post-ban discussions tended to be more influential than those who participated during the water ban. Identifying these users allows practitioners to monitor influential accounts for emerging issues and to engage with authoritative users in their geographic regions. The researchers also recommend that agriculture advocates exercise restraint in publicly speaking out about the industry’s involvement in environmental issues

Where I Come From: Exploring Regional Differences in California Consumers’ Attitudes and Beliefs About Fluid Milk

Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State]