Reputation Management

The dairy industry is not a large one. It’s also an industry that loves gossip, controversy, and the latest rumor. So when you do something stupid it does not take long for word to get around. And that was before there was social media. That is why I find it so surprising that some breeders don’t realize that the dairy industry is a pretty small pond and that the ripples reach from edge to edge.

I have had the pleasure of knowing many different characters in the industry. Some of them carried a reputation that was much larger than life yet, when you got to know them, they were actually pretty good people. Then there are others who would tell you to your face how good they are or how “honest” they are and then turn and stab you in the back the second you weren`t looking. The challenge is that sometimes it’s hard to tell which one is which.

Whether it’s someone who loves to party hard and be the life and soul of the party, or how you conduct yourself in business, the number one thing you have is your name. Once tarnished, it takes years to rebuild. In the dairy industry there really is no difference between your personal and professional brand. Many young people try to think that they can do crazy things and it will not affect them later in life. The thing is, the industry is too small for that. There are many very talented young people that have kissed away potentially great careers in the dairy industry by the stupid things they did in college or university. There are also those that have taken years to regain the trust of others.

Social media has taken word of mouth and put it on steroids. What used to take weeks or even months to spread through the dairy industry, now takes just minutes online. There is a new reality in the dairy industry. It’s no longer what you say and do to manage your brand or good name that matters. It’s what others are saying about you online. From our smartphones to our tablets and computers, to interacting with family, friends, colleagues and customers, our lives – and thus our reputations – exist online.

It may sound funny but it’s true. Since starting the Bullvine I have seen it many times. Breeders getting ripped apart by other members of the community on Facebook and other places and they don’t even realize that it’s happening. But thanks to things like Facebook news feeds and Twitter streams, thousands of other members of the dairy industry do see it. It may be as simple as someone being very critical of a cow or bull. Other times it can be a blatant attack on someone’s character. However, since the victims are not on these different social media platforms, they are not there to defend themselves. Moreover, others that are reading these comments assume they`re the truth.

Another area where I have seen an extreme effect is dairy cattle livestock photography. No group as a whole has been more ripped apart in social media. While many of them have avoided Facebook as much as possible, it has not stopped breeders from expressing their opinions. It was the barrage on photographers that led us to develop the Dairy Marketing Code of Conduct, in order to help rebuild their reputations.(Read more: Introducing the Dairy Cattle Marketing Code of Conduct and Dairy Cattle Marketing Code of Conduct)

Now we have all been there, where someone misrepresented what they were selling or we felt that we got the raw deal in a purchase agreement. There have been some very legendary breeders that have been able to keep things like this under wraps. But in today’s social world, things like this can go from known by one or two people to known by thousands in a moment’s notice. That is why in today’s industry you have to conduct yourself above board 100% of the time. Otherwise all it takes is a few comments on places like Facebook, before the whole world knows your true character.

Every day more and more breeders are getting on Facebook. Breeders of all ages are enjoying the many benefits of connecting with breeders from around the world. If you want to market your cattle to the world, there is no greater more cost effective platform than Facebook. It’s no longer optional. It’s mandatory. But that is just the first step. You also need to become an active member of the conversation. Not just promoting only what you want to sell, (which kills your reputation), but also joining the conversation and developing friendships and a strong online reputation. It’s funny how some breeder’s true colors come out online. The ones that care about building community and helping others find that their posts get promoted like wildfire. While others, who are just in it to suck money out of others, find that they get very little response to their posts. Inevitably, t building a credible reputation online and forming real and lasting relationships with people, pays off in substantial ways, when you find yourself the center of negative online attention.

The Bullvine Bottom Line

In the dairy industry many breeders talk a lot about their name and their reputation. The thing is sometimes they don’t understand the difference between how they perceive themselves and how others perceive them. It’s not what you say that builds your reputation. It’s what you do. The key thing is to understand that when you make good decisions and stand behind what you say, especially when it’s difficult, your name, who you are, and what you stand for becomes something everyone can trust. Because, when we leave this earth, your good name is all you really have.