From Farm to Phone: The Role of Social Media in Agriculture

By: Georgia Smith

With agriculture continuing to develop, the importance of public relations within the field is growing more and more. Representation in each agriculture field is vital to its success. Someone who knows all about this is Sarah-Beth Allred, the Social Media Specialist for the College of Agriculture at Auburn University.

Allred graduated from Auburn University in 2019 with a degree in Public Relations and a minor in Business and German. She has been in the communications field for about six years now, and has been working for Auburn University since 2020. When asked why she chose this degree specifically, she said:

“In high school, I was on the video news staff and was on the yearbook committee and found a passion for photography. I didn't want to go into journalism because writing is not my strong suit, but I loved working with people.”

Allred’s passion for working with others is what drives her to do the work she does each day. As the Social Media Specialist, Allred works closely with partners and organizations, as well as Auburn University as a whole. Along with this, Allred looks closely at engagement and analyzes interaction across each social media platform. This data shows her how the content is performing and any potential areas for improvement.

Throughout her time at Auburn, Allred was involved in many clubs and organizations. She was a Camp War Eagle Counselor, involved in SGA, AU Dance Marathon and Freshman Leadership Program. She was a member of Delta Delta Delta sorority, and even started a club benefiting Storybook Farm in Opelika, AL.

From the very beginning of her career, Allred loved getting to work closely with her peers and experience new things. When asked what gave her the best experience in the communications and PR field, she answered:

“My internship at Auburn Opelika Tourism was by far the best experience.”

Allred interned with Auburn Opelika Tourism for one year, as well as the College of Liberal Arts at Auburn University for one semester. She credits these internships in giving her vital experience working in the field.

Now, Allred did not originally start off pursuing a career in agriculture. When asked what made her go into agriculture, she claimed that when choosing a field that would excel in photography, agriculture fit those shoes the best. She says it immediately stuck out to her because of how photogenic agriculture is, and that it would be a great environment to allow her creativity to show through content creation.

Allred said,

“I also think you don't have to know a ton about ag in order to work here”

Allred says she has gained so much knowledge about agriculture from simply working for the college for the past two years.

Many people do not know much about agriculture, especially what all goes into each agricultural career choice. Specifically speaking on agricultural communications, Allred says that without great communicators, there is no one to promote agriculture.

“People aren’t super up to date with what's happening; if there are no communicators then there would be no PR for agriculture,” Allred says.

“Our own slogan, ‘Ag makes the world work’, is simply the main reason as to why people should care about these careers.”

In wrapping up the interview, Allred answered these two questions, which could be the most beneficial to those considering a career in agriculture.

The steps to be successful are something every undergrad student thinks of for his or her future career. Allred says,

“Try to take electives that seem intriguing but also help to decide what direction you want to go in. Internships also give great exposure.”

Allred understands the need for good PR in the agriculture field; after all, ag really does make the world work. Careers in agriculture are the foundation to so many industries. Promoting these fields are essential for growth and expanding agriculture to new places and people. When asked what her best piece of advice would be to someone exploring a career in agriculture, Allred left off with this:

“Try to get out there and learn as much as possible in your area. Never say no to new experiences and new people”