Agricultural farms: Facebook and Instagram communication with their customers.

Social media offers small farms a cost-efficient channel to build trust, stimulate visits, and support direct sales, yet many farms still treat it as one-way broadcasting. The methodology integrates content analysis grounded in Uses and Gratifications Theory with correspondence analysis to map the strategic positioning of selected firms on Facebook and Instagram. Researchers examined 1,960 posts from five farms across 2023-2024, applying content coding, descriptive analysis, and correspondence analysis. A surprising finding is the rejection of the "activity-engagement" myth; higher posting frequency does not guarantee higher engagement. Instead, multimedia formats such as Reels and Video are identified as primary drivers of engagement. Beyond gratification types, correspondence maps reveal distinct strategic territories (experiential, commercial, lifestyle), offering a framework for positioning farm brands online.