Where’s the beef?

Online, where ranchers, industry keep in touch

When it comes to blogging, John Kleiboeker, head of the Missouri Beef Industry Council, faces a tough audience: cattlemen who like to get information without fuss or muss.

Yet changes Kleiboeker made after taking over three months ago as executive director of the Columbia-based organization have lead to a sharp increase in the number of visitors to the mobeef.org Web site. Two to three months ago, the site’s blog was seeing about 450 visitors; recently that number increased to 800 to 900 a month.

A blog, or Web log, is an informal diary-like Web site feature. Experts say blogs offer organizations an opportunity for commentary and interaction with readers. Blogs allow visitors to post their comments to the Web site. Organizations can use blogs to offer quick updates, news, sales specials, expert advice or other information.

The purpose of the Missouri Beef Industry Council’s blog is to inform beef producers about the activities of the council, which was created to increase the demand for beef through research, promotion and education — although it is legally barred from lobbying. An example of the national council’s work is the marketing slogan “Beef: It’s what’s for dinner.”

The council is funded through the beef check-off program, which assesses a $1 fee on every head of beef or dairy cattle sold, regardless of whether the cattleman wants to fund the program.

Half of this fee — 50 cents — goes to the national program, and the other half goes to the state program. One of the council’s challenges is explaining what its doing with the cattlemen’s money.

Though in existence for two years, until recently the council’s blog featured only news, tidbits on the market, promotional information and beef recipes. Kleiboeker took over as executive director in October and began weekly installations of what he calls a “Fireside Chat with John,” which, when spring comes, will change to “Front Porch Chat with John.” The commentary adds a personal touch to the site and the news.

That personal touch could be the key to the blog’s recent success.
Research conducted by Walter Carl, a professor at Northeastern University in Boston, and John Cass of Backbone Media Inc., indicates that a successful blog requires a blogger with a warm, open approach. Kleiboeker’s first entry to the blog noted his background on a farm and his family’s continued involvement with livestock.

Other criteria for successful blogs, according to the research, include transparency and a clear plan for the blog. Bloggers should have time to write quality blogs and be willing to engage with the audience and understand the industry.

The council’s blog fulfills all the criteria, featuring five people who post blogs to the Web site, with Kleiboeker posting regularly.

Yet, despite the increase in visitors to the site, Kleiboeker said, “We’re constantly evaluating it. It can be challenge.”

Although the number of visitors has risen, few are making any comments, a characteristic of the site’s audience, he said.

“Cattlemen aren’t going to comment unless they’ve got something to say,” Kleiboeker said.