FEBRUARY 2019 SEEDWORLD.COM / 23 INSIDERS ADVICE FROM INDUSTRY EXPERTS The Influence of the Phytobiome on Biological Performance AN ORGANISM’S ENVIRONMENT is another important element scientists developing biologicals must consider. Furthermore, because microbes have evolved with plants, the two interact in many different ways. For instance, microbes influence the phytobiome and may change the microbial makeup sur- rounding plant roots and leaf surfaces. Microbes can also directly signal the plant to change its gene expression, or how the plant recovers from environmental stress. These are systems involving many genes, and because biologicals can activate or influence these large systems, they introduce another set of variables into agriculture. We already know the biggest influence on agricultural performance is environ- ment. Now we’re adding another biologi- cal system, which further changes that environment. Those of us creating biologi- cal products try to control environmental variability. We can’t control the weather, but we really must ensure when we put a product out there it’s not introducing more variability. We work hard to shrink that variability while still adding value in terms of yield and quality. Fortunately, our industry is chang- ing: it is getting better for biological seed treatments. For example, companies like ABM are providing application guidance — these products can be tank-mixed, but the time they are efficacious has limits. Also, we’re seeing more innovations in the field for biologicals application. For instance, many seed treaters now have a separate port for biological products. We now have the science to support the benefits of biological products, end- users are experiencing enhanced perfor- mance first-hand, and companies are able to provide consistent product quality. Biologicals can do an enormous amount of good, and this sector is growing rapidly as the agriculture industry recognizes that value. MOLLY CADLE-DAVIDSON, ABM CHIEF SCIENCE OFFICER @ABM1st • Mollycadle-davidson@abm1st.com • abm1st.com HALF OF THE WORLD’S population is using social media platforms, according to Hootsuite — it’s safe to say that your customers are online. If your company is not around to answer them, a competitor will be. Use social media as a means of announcing relevant information. Are you expanding, entering a new market, recently certified or offering a new prod- uct? By sharing your company’s voice through social media, it will open up unique opportunities to grow your business. I recommend three important social media platforms: LinkedIn, Twitter, and Facebook. •LinkedIn. The most popular B2B social media platform. It’s a great plat- form for generating new leads through networking and making connections with potential customers. It’s mainly used for business communications; your target audience is already there wanting to see what products and services your com- pany is offering. •Twitter. A great medium for brand awareness. Amplify your content by tag- ging someone in a post, use hashtags to increase engagement and add social cap- tions so people get to know your brand’s voice. You have 280 characters to catch your customer’s attention and produce valuable information that your users want. •Facebook. A great platform to inter- act with new and existing customers. The seed industry is a niche market — you are a subject matter expert and your role is to engage with your target audience by providing solutions. Take the opportunity to connect with your customers by asking for their opinions, answering questions and addressing public feedback about your company. It shows that businesses are human too and it gives the process a personal touch. Begin to build relationships with your customers beyond those that happen during normal business hours. For exam- ple, REI sells outdoor gear, but they also give expert advice on hiking, camping and outdoor family activities. Remember, not everything you do through social media has to be a marketing campaign — add a little spark to your newsfeed and share a fun content piece. Who is your audience? What do they want to hear from you? How do you stand out from the rest? These are all important questions you need to ask yourself. The end goal is to grow lasting and scalable relationships with your customer base. Why Do You Need Social Media For Your Business? ZANA RELKE, ISSUES INK CLIENT SERVICES MANAGER @Issuesink • zralke@issuesink.com • issuesink.com/create-by-issues-ink