The MJR Creative Group, Fresno, Calif., has released its first Produce Industry Social Media Report.

The report shows social media’s influence on the recent Fresh Summit 2012 conference and expo, according to a news release.

MJR developed the report by analyzing thousands of social media posts from Twitter, Facebook, blogs and industry and mainstream media from Oct. 5-Nov. 4.

According to the report, Twitter was the dominant social media tool about Fresh Summit 2012 with more than 3,600 tweets sent over a 72 hour period.

“The produce industry has been slow to embrace social media, but we are seeing a significant surge by national brands like Dole, produce groups like California avocados, and industry organizations like the PMA leading the way in understanding the marketing power of social media,” Bradley Fitzhenry, MJR Creative Group analyst and report author, said in the release.

Facebook posts came in second place with 260 posts, according to the report.

“In addition to Twitter we saw social traffic emerging from Facebook, agency blogs and industry publications,” Fitzhenry said in the release. “Brands were very vocal from the show floor, and a community formed around the official hashtag for the event #FreshSummit.”