97 Social media and digital engagement Grain SA’s social media platforms remain a key extension of its communication and advocacy efforts – connecting directly with producers, partners, and the broader agricultural community. Over the reporting period, activity and engagement across all platforms grew significantly, reflecting the organisation’s success in building a vibrant, interactive online presence. Social media continues to be the fastest, most accessible channel for information sharing and advocacy. Through daily interactions, Grain SA fosters a sense of community among producers, delivering informative content, timely updates, and interactive discussions that build trust and awareness. This presence allows Grain SA to communicate industry changes quickly, respond to member needs, and strengthen its position as a trusted, influential information hub for the grain sector. The Communication and PR team, in collaboration with the Economics, Research, PGP, and NAMPO divisions, coordinated content across multiple official channels: Facebook, Instagram, X (Twitter), LinkedIn, YouTube, and sub-branded pages for NAMPO Harvest Day, NAMPO Cape, NAMPO ALFA, SA Graan/Grain, and PGP. Actions: Implemented a data-led content strategy, refining tone, format, and frequency to match audience behaviour and platform algorithms. Produced educational, advocacy, and event-driven content, including real-time updates from Congress, NAMPO, and Grow for Gold. Expanded cross-platform collaboration, ensuring that major themes – climate resilience, producer recognition, transformation, and innovation – were consistently represented across all channels. Enhanced visual storytelling through short videos, infographics, and member highlights to boost engagement and reach. Introduced community management protocols to ensure fast responses to enquiries and feedback on all platforms. Outcomes: Grain SA’s consolidated digital community grew to 176 303 total followers across platforms, representing a 19% year-on-year increase. Platforms with the highest growth included: Facebook: up 22% across all Grain SA, NAMPO, and SA Graan/Grain accounts. Instagram: 26 815 followers, growing steadily through educational and behind-the-scenes content. X (formerly Twitter): 24 554 followers, maintaining strong advocacy engagement with stakeholders and policymakers. LinkedIn: 14 410 followers, positioning Grain SA as a thought leader in sustainable and transformative agriculture. Average engagement rate increased by 32%, driven by richer multimedia and real-time coverage of key events. Digital presence now spans more than 16 branded profiles across Grain SA, PGP and NAMPO sub-entities, reinforcing consistent brand identity and accessibility. Through a coordinated and data-driven digital strategy, Grain SA continues to expand its influence and engagement online. By balancing advocacy, education, and storytelling, the organisation ensures that producers’ voices are heard, not just in the media, but in the dynamic digital spaces where public opinion and policy narratives are shaped. Digital communication and knowledge platforms Grain SA’s print and digital publications continue to serve as authoritative resources and storytelling platforms, translating technical insight into accessible, practical guidance for producers at every level. Through consistent, credible, and inclusive content, Grain SA’s publications not only share knowledge – they shape understanding. They reflect the organisation’s values of excellence, transformation, and empowerment, offering tangible tools to support sustainability and profitability on-farm. COMMUNICATION, PUBLIC RELATIONS AND ADVOCACY
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