Data are currently characterized as the world’s most valuable resource and agriculture is
responding to this global trend. The challenge in that particular field of study is to create a Digital
Agriculture that help the agri-food sector grow in a fair, competitive environment. As automated
machine learning techniques and big data are global research trends in agronomy, this paper aims at
comparing different marketing techniques based on Content Analysis to determine the feasibility of
using Twitter to design marketing strategies and to determine which techniques are more effective, in
particular, for the strawberry industry. A total of 2249 hashtags were subjected to Content Analysis
using the Word-count technique, Grounded Theory Method (GTM), and Network Analysis (NA).
Findings confirm the results of previous studies regarding Twitter’s potential as a useful source of
information due to its lower execution and analysis costs. In general, NA is more effective, cheaper,
and faster for Content Analysis than that based both on GTM and automatedWord-count. This paper
reveals the potential of strawberry-related Twitter data for conducting berry consumer studies, useful
in increasing the competitiveness of the berry sector and filling an important gap in the literature by
providing guidance on the challenge of data science in agronomy.