Social Network Analysis of Agricultural Advocacy Organizations and Agvocacy Communication

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2017-04-11
Authors
Oellerich, Jordon
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Altmetrics
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Agricultural Education and Studies
Abstract

Communication is a vital part of any group. This is especially true in the field of agriculture, in which organizations must communicate with producers, consumers, and other agriculturalists. As social networking and social media gain an increasingly crucial role in any company’s success, there is a greater desire to understand what makes them effective and how they can be improved upon to advance the ability of organizations to communicate with an extremely diverse audience. One way to do this is to create a social network analysis by measuring and mapping current relationships between organizations. This study analyzes the communication of groups in the domain of agriculture advocacy. Employees of various advocacy groups were identified by the researchers using public records and were asked to complete an electronic survey about their organization’s advocacy focuses, communication strategies, and connections with other organizations. Using the responses from the survey and various statistical programs and methods, the researchers will then create a visual map of the advocacy groups’ connections. The results of the social network analysis will help organizations communicate more efficiently and effectively to better reach their target audience, thereby benefitting both the agriculture industry and its consumers.

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