If you’ve been thinking about improving your growing operation’s social media, you’re not alone. A recent 2020 State of the Industry survey shows nearly one-third of greenhouse owners and operators have social media targeted for improvement.

Whether you’re part of that group or not, this is an excellent time to reassess online networking and where your greenhouse or nursery stands. Despite the name, “social” media offers more than socializing. A fresh perspective on social networking can help you optimize your marketing, hiring, and more.

Recognizing social media’s progress

Social media has changed a lot since it arrived on the scene nearly two decades ago. Facebook started in 2004 with sights set on social-minded college students. As of Q3 2020, Facebook has 2.7 billion active users—with most of you somewhere in that mix. Pew Research Center reports that 7 in 10 U.S. adults use Facebook, and 75% of them visit the platform daily.

Over the years, Facebook’s demographics shifted. Baby Boomers, long considered ornamental horticultures “bread-and-butter,” embraced the platform while some young users moved on. But if you’re thinking Facebook is old news, current demographics deserve your attention: Those Millennial and Gen X homeowners, long courted by the hort industry, account for nearly 60% of Facebook's active user base.

For B2B businesses like most of you, LinkedIn also deserves another look. In contrast to Facebook and other platforms like the visual-centric Instagram, down-to-business LinkedIn keeps professionals at the forefront. When it launched in 2003, the platform focused squarely on connecting recruiters and job hunters. Today, more than 766 million members worldwide use the business-oriented networking site.

Log into LinkedIn, and you’ll find professionals interested in more than jobs. You can network directly with decision makers, industry peers, plant breeders, key vendors, potential customers, and in-demand horticulture job applicants quickly, efficiently, and professionally—all in one place. Nearly 3 in 5 LinkedIn users fall between 25 and 34 years old, and 22% of U.S. users check in every day.

Generating brand awareness and B2B leads

If your marketing folks approach all social media the same, reconsider your tactics. Online networking platforms vary significantly in who they attract and what users hope to gain. Tailoring your approach to platform-specific audiences puts you ahead of the game.

For many growers and grower-retailers, Facebook’s social atmosphere offers a powerful avenue to introduce the general public to your company’s brand, products, and services. Direct-to-consumer connections abound. That’s one reason 2020 State of the Industry numbers show 73% of greenhouse businesses use Facebook.

LinkedIn’s networking opportunities emphasize company owners, managers, decision-makers, sales leaders, buyers, and industry professionals instead. It’s not surprising that 99% of all Fortune 500 companies have an active LinkedIn presence. But it is surprising that only 20% of greenhouse businesses use LinkedIn. (And 15% of you aren’t using social media at all.)

According to HubSpot marketing experts, LinkedIn is 277% more effective than Facebook and Twitter when it comes to converting B2B and B2C visits into leads. Narrow that down to B2B interactions, and LinkedIn generates 80% of all social media leads. Plus, LinkedIn drives half of all social media-driven traffic to B2B websites and blogs. That’s something to consider.

Finding and attracting top-tier job applicants

Increasing competition for highly qualified horticulture talent remains a leading concern for greenhouse and nursery growers year after year. But you can set your business apart in this realm, too, by re-examining and revitalizing your social media approach.

Even before coronavirus sent business online, social media changed how people seek, find, and evaluate employers. Pre-pandemic Pew research showed 60% of job seekers used social media to look for job openings, research companies, and showcase their skills. Employment website Glassdoor put that figure closer to 80%. And COVID-19 likely enhanced social media’s role even more.

Research reveals that job candidates often move on to other offers if they can’t find sufficient information about your company online. And many applicants feel social media provides the most authentic, transparent view of your company’s priorities, people, and plans.

Social-oriented platforms like Facebook can be excellent sources for permanent and seasonal applicants—especially when your employees, friends, and followers share your job-posting news.

For top-tier talent, professional networking sites such as LinkedIn carry weight. Gallup’s State of the American Workplace Report, released in early 2020, noted nearly half of all job seekers used professional networking sites to find job openings. On top of that, 75% of people used LinkedIn in their decision-making process—and that was before the pandemic began.

So, consider this a social nudge. Get your company pages and personal profiles rolling, and harness the potential social media holds for horticulture today. Leading sites all offer how-to-get-started, business-focused guides to help you on your way. And while you’re at it, follow our ICL Specialty Fertilizers–Americas LinkedIn page and join us on Facebook, too. As always, we’re here to help you grow.