DIRECT-TO-CONSUMER OR DTC MARKETING OF FARM PRODUCTS, SUCH AS THROUGH ROADSIDE STANDS, IS VERY IMPORTANT TO SMALL AND MEDIUM-SIZED FARMS' PROFITS, AND THEREFORE, TO THEIR SUSTAINABILITY. HOWEVER, THE OWNERS OF SUCH FARMS SELDOM HAVE DEEP KNOWLEDGE OR EXPERIENCE OF THE DIGITAL WORLD - INCLUDING MARKETING TOOLS THAT COULD, AT LOW OR NO COST, SUPPLEMENT THE STANDARD DTC APPROACH. THE MAIN GOAL OF OUR PROPOSED PROJECT IS THEREFORE TO HELP SUCH FARMERS INCREASE THEIR PROFITS THROUGH THE EFFECTIVE USE OF SOCIAL MEDIABY: (I) STRENGTHENING EXISTING FARM-CUSTOMER RELATIONSHIPS; AND (II) ENHANCING ACCESS TO NEW MARKETS. SPECIFICALLY, A MIXED-METHODS APPROACH WILL BE USED TO GATHER EVIDENCE ABOUT FACEBOOK STRATEGIES THAT CAN GIVE CUSTOMERS POSITIVE FEELINGS ABOUT THE PRODUCTS AND/OR ENCOURAGE THEM TO MAKE PURCHASES. THIS EVIDENCE WILL THEN BE TURNED INTO EASY-TO-FOLLOW GUIDELINES FOR FARMERS ON HOW TO ADAPT SUCH STRATEGIES TO THEIR OWN FARMS' NEEDS. AS SUCH, THIS PROJECT WILL MAKE AN IMPORTANT CONTRIBUTION TO KNOWLEDGE OF BEST PRACTICES IN SOCIAL MEDIA MARKETING. A REPORT SUMMARIZING ITS KEY FINDINGS WILL BE DISTRIBUTED TO SMALL AND MEDIUM-SIZED FARMS, AND CAN BE EXPECTED TO HELP THEM GAIN MARKET ACCESS, EXTEND THE REACH OF THEIR PRODUCTS AND SERVICES, AND IMPROVE THEIR BUSINESS PERFORMANCE, THUS ENHANCING THEIR LONG-TERM PROFITABILITY AND SUSTAINABILITY.