Social media marketing project generates results

The Organic Trade Association received funding to conduct a GBI (Global Based Initiative) this summer to determine which types of social media campaigns are most effective for closing sales of U.S. agricultural exports in our top export markets and create a process for evaluating these campaigns in line with U.S. Department of Agriculture (USDA) performance measures.

The trade association partnered with several cooperators and Edelman Intelligence to carry out the research initiative, and recently concluded the final report. The findings include a detailed analysis of Market Mixed Modeling, a sophisticated method of running social media campaigns, as well as suggested performance measures for cooperators to use when measuring the success of social media campaigns and reporting to USDA. The report also includes extensive suggestions on social media best practices in Japan, South Korea, and Mexico. Please reach out to Alexis Carey at acarey@ota.com for more information on this project. //