You may have witnessed or heard about the flurry of Web activity surrounding the news that Bank of America has partnered with the Humane Society of the United States. The bank’s MyExpression program is offering an HSUS checking account and associated Visa check card as well as an HSUS Visa credit card, both of which financially support HSUS.

The livestock community quickly circulated a template letter to help livestock producers express their concerns to Bank of America. Producers from around the country also turned to e-mail, Facebook and Twitter to voice their opinions.

In response, a senior vice president of the bank affirmed the importance of the meat industry (more specifically cattle) to its business and stated that “the matter has been elevated and is being looked into so that we can further address your concerns.”

This is a great example of how social media gives people the opportunity to drive conversation and escalate issues that are important to them.

As for the banker singling out the importance of the beef industry, that tells me pork producers did respond as vehemently. Rest assured, there's still time for you to speak up -- and you need to. Contact Bank of America through: FacebookTwitterBlog, E-mail to A sample form letter can be found here.