1. MEDIA AND SOCIAL NETWORKING THE IMPORTANCE OF TELLING OUR STORIES DAN MACON FLYING MULE FARM FEBRUARY 28, 2014

2. OVERVIEW WHY SHOULD WE TELL OUR STORIES? WHY SHOULD WE TELL OUR STORIES? TALKING TO THE MEDIA – SOME BASIC PRINCIPLES TALKING TO THE MEDIA – SOME BASIC PRINCIPLES SOCIAL NETWORKING AND BLOGGING SOCIAL NETWORKING AND BLOGGING WHERE TO START WHERE TO START FARMER-RANCHER DROUGHT FORUM FARMER-RANCHER DROUGHT FORUM STAY POSITIVE AND WORK TOGETHER! STAY POSITIVE AND WORK TOGETHER!

3. WHY SHOULD WE TELL OUR STORIES? PEOPLE NEED TO KNOW WHAT IT TAKES TO PUT FOOD ON THEIR TABLES – FROM THE PEOPLE THAT GROW THE FOOD! PEOPLE NEED TO KNOW WHAT IT TAKES TO PUT FOOD ON THEIR TABLES – FROM THE PEOPLE THAT GROW THE FOOD! THOUGHTFUL DEBATE ABOUT WATER REQUIRES US TO SHARE THE IMPACTS OF THE DROUGHT. THOUGHTFUL DEBATE ABOUT WATER REQUIRES US TO SHARE THE IMPACTS OF THE DROUGHT. IT WILL HAPPEN AGAIN – WE NEED TO LEAVE A RECORD OF HOW WE DEALT WITH THIS DROUGHT. IT WILL HAPPEN AGAIN – WE NEED TO LEAVE A RECORD OF HOW WE DEALT WITH THIS DROUGHT. IT’S THERAPEUTIC! IT’S THERAPEUTIC!

4. TALKING TO THE MEDIA – BASIC PRINCIPLES NEVER ARGUE WITH SOMEONE WHO BUYS INK BY THE GALLON! ALWAYS ASK TO CALL THE REPORTER BACK – TAKE TIME TO PREPARE YOURSELF, EVEN IF IT’S JUST 5 MINUTES. ALWAYS ASK TO CALL THE REPORTER BACK – TAKE TIME TO PREPARE YOURSELF, EVEN IF IT’S JUST 5 MINUTES. DECIDE WHAT YOU WANT THE AUDIENCE TO KNOW. HAVE 2-3 KEY POINTS YOU WANT TO COVER. DECIDE WHAT YOU WANT THE AUDIENCE TO KNOW. HAVE 2-3 KEY POINTS YOU WANT TO COVER. TELL YOUR PERSONAL STORY! TALK ABOUT WHAT’S HAPPENING ON YOUR RANCH. PEOPLE FORGET FACTS AND FIGURES, BUT THEY’LL REMEMBER YOUR STORY. TELL YOUR PERSONAL STORY! TALK ABOUT WHAT’S HAPPENING ON YOUR RANCH. PEOPLE FORGET FACTS AND FIGURES, BUT THEY’LL REMEMBER YOUR STORY. AVOID INDUSTRY JARGON. YOU’RE A FARMER OR RANCHER, NOT A “PRODUCER.” USE WORDS LIKE BIRTHING RATHER THAN LAMBING OR CALVING. AVOID INDUSTRY JARGON. YOU’RE A FARMER OR RANCHER, NOT A “PRODUCER.” USE WORDS LIKE BIRTHING RATHER THAN LAMBING OR CALVING. THINK ABOUT HOW THE ISSUE IMPACTS THE REPORTER’S AUDIENCE – AND INCLUDE THAT IMPACT IN YOUR TALKING POINTS. THINK ABOUT HOW THE ISSUE IMPACTS THE REPORTER’S AUDIENCE – AND INCLUDE THAT IMPACT IN YOUR TALKING POINTS. MOST INTERVIEWERS WILL FINISH BY ASKING IF YOU HAVE ANYTHING ELSE TO SAY. IF YOU COVERED EVERYTHING, USE THIS TIME TO REINFORCE A KEY POINT. MOST INTERVIEWERS WILL FINISH BY ASKING IF YOU HAVE ANYTHING ELSE TO SAY. IF YOU COVERED EVERYTHING, USE THIS TIME TO REINFORCE A KEY POINT. Most importantly – tell your story!

5. SOCIAL NETWORKING WHAT THE HECK DOES THIS MEAN?! WHAT THE HECK DOES THIS MEAN?! FACEBOOK, TWITTER, BLOGGING, YOUTUBE, WEBSITES, ETC. FACEBOOK, TWITTER, BLOGGING, YOUTUBE, WEBSITES, ETC. ULTIMATELY, THESE ARE ALL TOOLS FOR SHARING YOUR STORY – AND THE STORY OF YOUR FARM OR RANCH – WITH THE BROADER COMMUNITY ULTIMATELY, THESE ARE ALL TOOLS FOR SHARING YOUR STORY – AND THE STORY OF YOUR FARM OR RANCH – WITH THE BROADER COMMUNITY USE THESE TOOLS TO BUILD COMMUNITY! OUR NEIGHBORS LONG TO FEEL CONNECTED WITH SOMETHING AUTHENTIC! USE THESE TOOLS TO BUILD COMMUNITY! OUR NEIGHBORS LONG TO FEEL CONNECTED WITH SOMETHING AUTHENTIC!

6. SOCIAL NETWORKING BASIC GUIDELINES - FACEBOOK BASIC GUIDELINES - FACEBOOK YOU CAN CHOOSE HOW MUCH (OR HOW LITTLE) TO SHARE ON FACEBOOK YOU CAN CHOOSE HOW MUCH (OR HOW LITTLE) TO SHARE ON FACEBOOK CREATE A FARM OR RANCH PAGE THAT IS SEPARATE FROM YOUR PERSONAL ACCOUNT CREATE A FARM OR RANCH PAGE THAT IS SEPARATE FROM YOUR PERSONAL ACCOUNT INVITE PARTICIPATION - ASK PEOPLE TO SHARE THEIR OWN PHOTOS, RECIPES, ETC. RELATED TO YOUR FARM OR RANCH INVITE PARTICIPATION - ASK PEOPLE TO SHARE THEIR OWN PHOTOS, RECIPES, ETC. RELATED TO YOUR FARM OR RANCH YOU CAN CONTROL WHO POSTS – INAPPROPRIATE POSTS (AND THEIR AUTHORS) CAN BE BLOCKED YOU CAN CONTROL WHO POSTS – INAPPROPRIATE POSTS (AND THEIR AUTHORS) CAN BE BLOCKED

7. BLOGGING AND VIDEO BLOGGING BLOGGING IS A CHANCE FOR YOU TO BE THE REPORTER – TELL YOUR OWN STORY IN YOUR OWN WORDS AND/OR PHOTOS! BLOGGING IS A CHANCE FOR YOU TO BE THE REPORTER – TELL YOUR OWN STORY IN YOUR OWN WORDS AND/OR PHOTOS! I STARTED THE FOOTHILL AGRARIAN BLOG 2009 I STARTED THE FOOTHILL AGRARIAN BLOG 2009 BUILDING AUDIENCE – LINK TO FACEBOOK, YOUR BUSINESS WEBSITE, YOUR MAILING LIST, ETC. BUILDING AUDIENCE – LINK TO FACEBOOK, YOUR BUSINESS WEBSITE, YOUR MAILING LIST, ETC.

8. BLOGGING AND VIDEO BLOGGING BLOGGING DOESN’T HAVE TO INVOLVE WRITING! BLOGGING DOESN’T HAVE TO INVOLVE WRITING! VIDEO BLOGS CAN BE VIDEO OR COLLECTIONS OF PHOTOS WITH OR WITHOUT AUDIO. VIDEO BLOGS CAN BE VIDEO OR COLLECTIONS OF PHOTOS WITH OR WITHOUT AUDIO. CAN BE POSTED ON YOUTUBE, FACEBOOK OR OTHER SITES. CAN BE POSTED ON YOUTUBE, FACEBOOK OR OTHER SITES. HOLLY’S “PASSION FOR THE LAND” PROJECT IS A GREAT EXAMPLE! HOLLY’S “PASSION FOR THE LAND” PROJECT IS A GREAT EXAMPLE!

9. JUST A NOTE ABOUT AUDIENCE… GIVE SOME THOUGHT TO WHO YOUR AUDIENCE IS (AND ADJUST YOUR MESSAGES ACCORDINGLY): GIVE SOME THOUGHT TO WHO YOUR AUDIENCE IS (AND ADJUST YOUR MESSAGES ACCORDINGLY): GENERAL PUBLIC GENERAL PUBLIC OTHER FARMERS AND RANCHERS OTHER FARMERS AND RANCHERS YOUR FAMILY YOUR FAMILY OTHERS? OTHERS? I THINK IT’S JUST AS IMPORTANT TO TELL STORIES ABOUT THIS DROUGHT SO THAT OUR CHILDREN AND GRANDCHILDREN HAVE A RECORD OF HOW IT IMPACTED THEIR FAMILIES! I THINK IT’S JUST AS IMPORTANT TO TELL STORIES ABOUT THIS DROUGHT SO THAT OUR CHILDREN AND GRANDCHILDREN HAVE A RECORD OF HOW IT IMPACTED THEIR FAMILIES!

10. WHERE TO START CARRY A CAMERA AT ALL TIMES! CARRY A CAMERA AT ALL TIMES! PICTURES REALLY ARE WORTH A THOUSAND WORDS! PICTURES REALLY ARE WORTH A THOUSAND WORDS! DOCUMENT CHANGE (FROM MONTH-TO- MONTH AND YEAR-TO-YEAR) DOCUMENT CHANGE (FROM MONTH-TO- MONTH AND YEAR-TO-YEAR) IF YOU’RE GOING TO MAKE A VIDEO, WRITE DOWN WHAT YOU WANT TO SAY! IT WILL HELP KEEP YOU FOCUSED! IF YOU’RE GOING TO MAKE A VIDEO, WRITE DOWN WHAT YOU WANT TO SAY! IT WILL HELP KEEP YOU FOCUSED! CARRY A RECORDING DEVICE. RECORD THOUGHTS OR OBSERVATIONS AS THEY OCCUR TO YOU. MOST CELL PHONES HAVE THIS FUNCTION! CARRY A RECORDING DEVICE. RECORD THOUGHTS OR OBSERVATIONS AS THEY OCCUR TO YOU. MOST CELL PHONES HAVE THIS FUNCTION! WRITE REGULARLY – WHETHER IT’S A HANDWRITTEN JOURNAL OR A PUBLIC BLOG, RECORD WHAT’S HAPPENING ON YOUR FARM OR RANCH. SOMEDAY, YOUR KIDS WILL THANK YOU!!! WRITE REGULARLY – WHETHER IT’S A HANDWRITTEN JOURNAL OR A PUBLIC BLOG, RECORD WHAT’S HAPPENING ON YOUR FARM OR RANCH. SOMEDAY, YOUR KIDS WILL THANK YOU!!!

11. FARMER-RANCHER DROUGHT FORUM A “CLOSED” FACEBOOK “GROUP” A “CLOSED” FACEBOOK “GROUP” PARTICIPATION LIMITED TO FARMERS, RANCHERS AND THOSE WHO WORK WITH US PARTICIPATION LIMITED TO FARMERS, RANCHERS AND THOSE WHO WORK WITH US DESIGNED TO BE A SPACE TO STIMULATE DISCUSSION ABOUT THE DROUGHT DESIGNED TO BE A SPACE TO STIMULATE DISCUSSION ABOUT THE DROUGHT A PLACE TO COMMISERATE! A PLACE TO COMMISERATE! IF YOU’D LIKE TO JOIN, LET ME KNOW! IF YOU’D LIKE TO JOIN, LET ME KNOW!

12. IN RANCHERS’ VOICES – STORIES FROM THE DROUGHT DEVELOPING A SYSTEM FOR CAPTURING STORIES ABOUT THE DROUGHT FROM RANCHERS THROUGHOUT CALIFORNIA DEVELOPING A SYSTEM FOR CAPTURING STORIES ABOUT THE DROUGHT FROM RANCHERS THROUGHOUT CALIFORNIA UC DAVIS, UCCE, CSU CHICO, CAL POLY, OTHER PARTNERS? UC DAVIS, UCCE, CSU CHICO, CAL POLY, OTHER PARTNERS? MULTIPLE FORMATS – AUDIO, VIDEO, WRITTEN WORD, ETC. MULTIPLE FORMATS – AUDIO, VIDEO, WRITTEN WORD, ETC. STAY TUNED! STAY TUNED!

13. WORKING TOGETHER SOME OF US HAVE BEEN THROUGH DROUGHTS BEFORE – OTHERS HAVE NOT SOME OF US HAVE BEEN THROUGH DROUGHTS BEFORE – OTHERS HAVE NOT CRITICAL TO SHARE OUR EXPERIENCES AND ASK FOR HELP! CRITICAL TO SHARE OUR EXPERIENCES AND ASK FOR HELP! SOME OF US ARE COMFORTABLE WITH SOCIAL MEDIA – OTHERS ARE NOT! SOME OF US ARE COMFORTABLE WITH SOCIAL MEDIA – OTHERS ARE NOT! LET’S HELP EACH OTHER TELL OUR STORIES! LET’S HELP EACH OTHER TELL OUR STORIES!

14. “One cannot be pessimistic about the West. This is the native home of hope. When it fully learns that cooperation, not rugged individualism, is the quality that most characterizes and preserves it, then it will have achieved itself and outlived its origins. Then it has a chance to create a society to match its scenery.” Wallace Stegner, The Sound of Mountain Water