Mess continued to develop trust and respect by posting honest reports

Social media
Using Twitter and Facebook, Mess continued to develop trust and respect by posting honest reports about the activities on the farm. Farmers followed her stories, too, but to them, some of the things were just routine activities.
She posts a picture of each calf born on the farm and talks about the birthing and care of the calf. She says nonfarmers love hearing about the things dairy farmers take for granted.
When farmers in Texas were suffering from a drought, one of the parishioners in her church requested a prayer for the farmers in Texas. "My first thought is, 'I'm a farmer and didn't even think of that,'" Mess said
It got her thinking about what she could do to help, so she asked Waupun Equipment to help her organize a hay drive for those farmers. Mess expected that through her Facebook and Twitter connections she would maybe be able to send down a load or two. By the time the project was complete, they sent seven loads of hay.
"For me that was a real concrete way to see how social media can change lives," she said.
Then she decided to create her own entertaining video life on a Wisconsin dairy farm. She posted it on YouTube and it triggered lots of comments.
"It had lots of hits because people were expecting to see abuse or bad conditions," said. "They didn't and instead commented about how happy and content the cows were."
She said the only negative comments were from those who said they would rather see cows out on grass instead of wandering around a freestall barn and lying in a bed of sand. Those comments provided the opportunity to show viewers how much snow Wisconsin and northern states get in winter and why a barn is for the benefit of the cows.
She pointed out that when many animals were lost in the storms of South Dakota, they had been out on pasture. Had they been in barns, they would have had protection.
Dairy Carrie again garnered attention and benefited from the trust she had built when she responded to advertising she had seen from Panera Bread about the fact that they were serving antibiotic-free chicken. She was quick to point out to them, via her blog, that no meat can have any trace of antibiotic in it because it would be rejected during processing inspection.
As a result of her blog, 1500 people signed her letter to the company presenting the facts about meat production in the U.S., and the company is now working with the Animal Ag Alliance to make sure its marketing strategies are honest.
Again this year, when an undercover video on a Wisconsin dairy farm showed up on YouTube, Mess used the platform and trust she had built to present a more accurate picture of dairy farmers' procedures. She said as a result, the mainstream media contacted her and other dairy farmers to respond.
Because of the positive response, the public heard both sides of the story and the video did not produce the negative repercussions it might have had.
Mess said building trust takes time, but honesty and transparency go a long way with consumers.
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