b'3 Social Media Platforms to Look GUY KOLVP STRATEGIC ACCOUNTS& CO-FOUNDER, NRGENEat That Arent Twitter info@nrgene.comnrgene.comSOCIAL MEDIA MARKETINGisness professionals. What do I mean an important tool in todays mar- by that? According to Hubspot, keting toolbox. LinkedIn is 277% more effective at The key to success is to knowgenerating leads than other socialGenomics for Sustained which platforms might be rightmedia platforms. for you. According to data fromYouTube. Owned by Google, itsFood SecurityWebStrategies, there are threeused by millions and has become social media platforms that deserveregular search tool. The power of most of your attention, or rather,posting content on YouTube is thatTHE CURRENT WORLDpopulation has created will gain the attention of others. Google values video content verygreat challenges to food security and crop produc-Facebook. With over 2.7 billionhighly which can help drive traffiction. Given the projected growth in the global popula-active users worldwide, Facebookto your website. With video market- tion, environmental stresses will intensify.is a major platform that deservesing to connect with your audienceThe changing climate is also playing a role in the your attention. What makesits best to keep the videos concise,spread of different plant diseases and pests, as they Facebook even more intriguinginformative and located wheremove into favorable warmer climates and disrupt crop is the ability to target consumersyour customers will likely comeyield, plant quality and sometimes seriously harming based on psychographics. across it. In the advertising realm,whole species. Citrus greening disease, first discov-Combine that with the ability toYouTube ads can be an economicalered in Asia, has been found in citrus fruits around remarket content and use a varietyoption. Their policy is that if yourthe globe. Bananas are feared to become extinct as of ad formats and youve got your- ad doesnt run in its entirety (if thetwo fatal diseases wiped out many trees. Most of the self a dual-purpose social mediauser clicks skip ads), then youworlds bananas now rely on just one variety. Even if a option with digital advertising thatdont pay. plant overcomes the threats it faces, the outcome may is ripe for the picking. What is most important to notelead to low-quality products.LinkedIn. Although similarabout all social media marketingWe are fortunate that significant technological in foundation to Facebook, theand advertising options is that youdevelopments now allow us to apply new poten-content the platform was designedstay focused on the core pillarstial solutions. As an example, genomic technologies to share is a little different. Thatsof audience, message, channel.exploit and analyze data and have led to the revival of whats good about it, though.Make sure to do your research andmany staple crops. Wheat, maize and rice are many LinkedIn, owned by Microsoft, waschoose the platform that allows youyears past their first published genomes and, since built for professionals to share intel- to reach your audience in the bestthen, hundreds of new traits have been discovered and lectual knowledge, job updates,and most efficient way. have driven breakthroughs in global seed breeding.educational updates, job openings,You might be wondering aboutHowever, genomic technologies have not yet and more. Its a totalTwitter, the other big social mediareached their full potential.powerhouseplatform. Twitter can be a bit ofAs a genomics research company, NRGene is col-when ita different beast for a variety oflaborating with industry leaders to plan, implement comes toreasons, so check back next timeand develop improved varieties that would not only a socialas we address the great tweet- thrive under stressful conditions but possess improved platformmachine and how it can benefittraits such as higher nutritional value and reduced for busi- you. need for pesticide applications. We help product com-panies breed their raw materials in a smarter and more efficient manner, while accelerating the product design process with better decision-making based on genom-ics insights and more accurate predictions.SHELBY COLBERT Using NRGenes advanced genomics technology, CONTENT MARKETING MANAGER, combined with its industry experience, one can iden-SEED WORLD GROUP tify strategic risks facing a given company and help scolbert@seedworldgroup.com select an optimum breeding route for specific crops.@SeedWorldGroup This can allow the food and beverage industry to stay seedworldgroup.com one step ahead of climate threats and global popula-tion forecasts.24/ SEEDWORLD.COMJUNE 2021'