The industry cares a lot about its image in general. For instance the beef industry has a dedicated team watching social media for beef related conversations online 24/7

Using checkoff money, NCBA has developed what it has called a “Digital Command Center” – a sophisticated online monitoring system that tracks media outlets and social media for more than 200 beef-related topics. Hosted in Denver in a space that “looks like a military operations center combined with the TV section at an electronics retailer”, according to a recent Cattlemen’s Beef Board mailer sent to ranchers, the command center alerts members of NCBA’s issues management and media relations team whenever stories or online chatter rise above a certain threshold. It’s staffed 24 hours a day, 7 days a week, with personnel redundancies built in to make sure someone’s always watching.

Inside big beef’s climate messaging machine: confuse, defend and downplay