Producers are also avid users of social media. Historically, producers have networked within a defined geographic territory. Because people generally only buy from producers they trust, developing trust has generally meant face-to-face interaction. However, as people grow more accustomed to trusting relationships developed online, producers who excel at developing such relationships will likely pursue licenses and sales opportunities outside traditional geographic areas. Social media provides producers with an opportunity to change dramatically how they build relationships and market their products. The use of social media allows producers to provide a 24/7 “kitchen table” where customers.
