For farmers, the conversation has shifted from field to screen, and there is little doubt that social media opens new engagement opportunities to connect with those interested in the sustainable farming movement.

As I began preparing for an adventure to the Midwest Organic Farming Conference (MOSES) next week, I got to thinking about how great the still-invite-only Pinterest is for farmers. The new social media tool is already a resounding hit with the general public and the sentiment around the tool spirals close to the word “love.”

What is Pinterest?

Pinterest has an elegant yet simple concept of sharing beautiful photos discovered by users online by “pinning” them onto the website. The photos are categorized onto users’ individual digital “pin boards” – similar to a collage board. The concept could not be more engaging or addicting. I’ve seen it described as “visual bookmarking,” but I prefer to equate it with a visual Twitter for its ability to follow others and “repin” images others have already pinnned.

Who is using Pinterest?

According to ComScore, Pinterest has more than 4 million users (and that data was from January, so it is probably more now). The most active age range is 25-34, with females making up about 80 percent of the users at present. A Pinterest user is most likely to come from the Midwest. (Source: Ignite Social Media).

Why should farmers use social media?

Farmers are already engaging on Twitter, Facebook and YouTube, platforms where it is easy to find good farmers’ stories in multiple formats. Early engagement may have begun as a way for those with distant neighbors to avoid isolation, but more and more often, I see farmers engaging directly with consumers, policy makers and other businesses. Plus, Pinterest is easier to get started with than these other networks! There are multiple opportunities for farmers to engage with Pinterest:

• Appeal to Crafters and DIYers – This group is arguably the most avid of Pinterest users. They are active in showcasing and repinning the country lifestyle and the use of natural elements. This category is a perfect place for farmers to appeal and engage with followers. Farmer users can post goods, creative offerings, or just beautiful photos of their surroundings.

• Engage the foodies – Some of the most popular photos on Pinterest are the food shots. Does your farm offer goods direct to restaurants or grocery stores? Do your goods lend themselves to fun recipes that can be showcased in a photo? Use this platform to post photos of the goods in restaurants, the recipe result, or the grocery display.

• Just enjoy yourself – You don’t even need an engagement strategy just to enjoy yourself. The tool is wonderfully engaging and gives users a place to play. First step, request an invite. Then, find pictures of the fields, barns and the animals that make you happy. Then pin, upload your own or repin photos  for others to enjoy.

Here are a few examples of some creative farm and country living boards:

• My favorite: Susan Leahy on Farmer’s Markets
• Cabot Cheese – Farms and Farmers
• Brad B.’s Cowboy-themed board
• Julie B. has a whole Cow Crafts board

And if all that isn’t enough, just start pinning and following others because Country Music Television just joined the fray. And we can all appreciate that!

It’s been a while since anyone has shared a brilliant marketing move from a tampon company, so here goes nothing.

O.B. removed its o.b. Ultra products from shelves in the fall of 2010. Consumers loyal to the product were upset and confused. The only explanation O.B. gave was “manufacturing issues.” Now, O.B. is coming back to shelves and is offering a personal, humorous, heartfelt apology to consumers at obtampons.com/apology with a video as well as a coupon offer.

Not only does O.B. repeatedly declare “we’re really, really, really sorry,” they ask for forgiveness in a personalized song. Worth watching – I promise.