SOCIAL media, in particular Facebook, has had a huge impact on Joyce Campbell’s farming business at Armadale in Sutherland, which won the Scottish Sheep Farm of the Year award run by AgriScot, in 2015. The team at Armadale have become social media hits, filming and documenting the day-to-day events of a remote sheep farm. Frances Grant, Joyce’s niece, recently caught up with Joyce to find out more about how she uses social media to connect with people from across the globe.

Why did you start using social media? I started using social media after you and Mure (Joyce’s nephew) told me I was living under a stone in Armadale and it was time to get with it! It grabbed my attention straight away and gave me an interactive link to the outside world, which had often felt very remote from where I live in North Sutherland.

How do you keep your audience interested? I keep my posts pretty regular and real, trying not to bore everyone with too many facts and figures, unless it’s relevant to scanning percentages or sale prices. The saying ‘a picture tells a thousand stories’ is very true. My posts are always picture heavy and I engage with anyone who needs to know more in the comments.

Do you ever get criticised for your posts? Not often but occasionally I do get a bit of negative feedback. You have to develop a bit of a ‘Teflon coating’ but take on-board other people’s views. The world would be a very boring place if we were all the same and constructive criticism is good.

How do you have time? When I go onto social media I use that as my downtime and a way to unwind. Due to living in the hills, we don’t get any mobile signal or 4G so I only turn on my phone or tablet when I am at the kitchen table having a coffee break or in for the night. It’s up to you how much you dip in and out of it.

What opportunities have come from social media? Social media has brought me into contact with kind and interesting people from across the world. From contact on social media, there has been a steady stream of visitors including fellow farmers, tourists, camera crews and journalists. I also receive a lot of requests for work experience from students. One slightly surreal moment was when Frances was stopped on the road, while we were moving sheep, by some German tourists asking: “Is this Armadale where Joyce Campbell lives?!”

Why do you think farmers should embrace social media? We all have a great story to tell and social media gives us a platform to share it with a massive audience, many of whom want to know where their food comes from. It allows us the chance to share with these consumers an insight into the excellent husbandry and welfare standards we adhere to as Quality Assured farmers. We can all tell our stories of the love we have for our livestock, the land and the communities we live and work with.

What are your social media top tips? Enjoy it. Never post in anger and don’t get drawn into fights with ‘keyboard warriors’. Correct inaccuracies politely and try and take time to answer questions people may have. Remember that not everyone will have an understanding of agriculture. Finally, have your voice heard but don’t embarrass yourself. You need to be able to face your family without having a red face for inappropriate rants!