Have you ever wanted to post on social media but were worried about potential backlash? You want to share your farm, but are worried about receiving potentially negative comments about sow housing? Maybe you are worried about getting tough questions about the use of hormones or antibiotics when it comes to feeding your animals or treating them for illnesses?
Unfortunately, this scenario is all too common for farmers, veterinarians and others in the ag community advocating for animal agriculture on social media. Negative comments have the potential to steer the conversation down an unproductive path. However, if you know how to handle contentious issues online then you can help people understand the animal agriculture community’s commitment to animal care, responsible antibiotic use, sustainability and other core values.
Before deciding how (and if) to respond to comments, take a deep breath and ask yourself a few key questions:
1. Is the comment relevant or is it completely off-topic?
2. Who has made the comments? Are they genuinely curious or are they a known extreme animal rights activist?
3. Consider, “Is it possible they have a different perspective?” or “Is there something that could have shaped this person’s opinion?”
4. Will responding to the comment help other people who will read your response?
If the person has left a completely irrelevant comment, don’t feel obligated to respond. If the comment included offensive remarks, feel confident in hiding the comment or blocking the person from commenting again. Remember, your social media page is your space, and you can set community guidelines.
Depending on who has left the comment can determine how you respond. By clicking on the commentor’s profile you can quickly learn if their comments come from a place of true concern and interest, like a parent concerned about feeding his or her children safe, nutrient-dense foods, or potentially an animal rights extremist with no intention of having a productive conversation about animal agriculture.
If you have concluded that the commenter is likely not open to having a dialogue, still ask yourself if responding to the comment will help others understand your perspective. Social media is a very public space and there are many more people reading your posts and comment sections than actually engaging.
Once you have asked yourself these questions and have decided that responding is your next step, look for common ground on a related topic – such as food safety and family values. Before jumping into the safety and animal welfare benefits of using antibiotics, validate their concerns and offer empathy. Then, ask permission to share your personal experience with using antibiotics on the farm. If the conversation is going well, follow up with the science and offer resources or other people to follow on social media if they are interested in learning more.
Most importantly, know that you can always ask for help. Bring in your friends who also have experience responding to contentious issues, reach out to your local partners, or the Animal Agriculture Alliance to help you moderate difficult conversations.
This is just a preview of the content and training available in the Animal Agriculture Alliance’s Animal Ag Allies program. To sign up to become an Animal Ag Ally, go to and fill out the interest form to join our next class!
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