Social Media
The Foreign Agricultural Service (FAS) of the United States Department of Agriculture (USDA) is a government agency tasked with promoting trade in U.S.-origin foods, beverages, agricultural goods, fish, and forestry products. FAS/USDA is represented in Japan by the Office of Agricultural Affairs and the Agricultural Trade Office (ATO) at the U.S. Embassy in Tokyo and the U.S. Consulate General Osaka-Kobe. ATO works directly with U.S. companies and USDA cooperators to help them with exposure and tools needed to position themselves successfully to export to Japan.
For this project, FAS/USDA had two goals: to develop a system that allows ATO to manage and target specific users via social media, including paid promotional content, and to monitor and evaluate performance and maintain an online presence that is sustainable.
BLN24 developed a comprehensive social media strategy to achieve FAS/USDA's project goals, including creating the brand from the ground up (brand name creation &visual identity) and distributing professional food and agriculture-related content, building audiences to promote U.S. agricultural exports more effectively, and developing a system for ATO to manage and target users. BLN24 uses Instagram to target cooperators, state and regional trade groups, and exporters to promote U.S. agricultural exports more effectively and efficiently in Japan. BLN24 also used social media analytics tools to monitor and evaluate performance, resulting in increased online presence and more effective promotion of U.S. agricultural exports in Japan.
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