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E xtension 2011 study of fsa cop social media use-05-11-final

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  • 1. Social Media Use to Promote Community of Practice Goals: Online Survey Results and Implications Barbara O’Neill, Andrew Zumwalt, Carolyn Bird, Fahzy Abdul-Rahman eXtension Financial Security for All (FSA) Community of Practice
  • 2. Program Description
    • Conducted study of FSA CoP to determine SM capacity and activity of its members
    • Used results to inform two activities:
      • Webinar on social media use and impact evaluation
      • National grant-funded social media outreach project to promote savings
  • 3. Definition of Social Media
      • Digital networks (blogs, Facebook, Farmville, Twitter, wikis, YouTube) that enable people to:
      • Organize
      • Socialize
      • Learn
      • Play
      • Participate in e-Commerce transactions
  • 4. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE THIRD LARGEST. THERE ARE MORE FACEBOOK USERS THAN PEOPLE IN THE UNITED STATES. THE WORLD’S SECOND MOST POPULAR SEARCH ENGINE IS YOUTUBE. MORE THAN 75 MILLION PEOPLE WERE ON TWITTER in 2009 (and over 200 million in December 2010) AND IT IS GROWING FASTER THAN ANY OTHER SOCIAL NETWORKING SITE, ESPECIALLY AMONG 50-SOMETHINGS
  • 5. Social Media Literacy is a 21 st Century Technical Skill
    • How specific social media tools operate
    • How to engage users in 2-way information flows
    • How to measure the impact of social media outreach
  • 6. Survey Topics
    • Social media tools used
    • Frequency of use
    • Description of content posted
    • Number of friends/followers
    • Social media impact evaluation methods
  • 7. Methodology and Sample
    • 14-question Instant Survey questionnaire
    • Sent to ≈ 350 FSA CoP members and names collected at an Extension conference in 12/10
    • N =45 respondents (≈ 13%)
    • Primarily female and age 50, older, middle income
  • 8. Use of Social Media
    • Frequency of Social Media Use by Extension Family Economics Educators (N =45)
    • Social Media Site Almost Daily Frequently Sometimes Rarely Never
    • Facebook 42% 20% 22% 9% 7%
    • Twitter 7% 14% 2% 39% 39%
    • YouTube 5% 25% 48% 16% 7%
    • Blog (any) 5% 5% 35% 7% 49%
    • Linked In 2% 11% 20% 27% 39%
    • Flickr 0% 0% 7% 19% 74%
    • Plaxo 0% 0% 7% 0% 93%
    • My Space 0% 0% 0% 9% 91%
    • Digg 0% 0% 0% 5% 95%
  • 9. Methods of SM Access
    • Respondents could check as many methods as applied for various SM programs
    • Facebook: 91% used a computer and 36% used a smart phone
  • 10. SM Access Frequencies
    • Methods Used by Extension Family Economics Educators to Access Social Media Sites (N =45)
    • SM Site Computer Smart Phone Web-Enabled TV Other N/A
    • Facebook 91% 36% 0% 4% 7%
    • Twitter 56% 13% 0% 4% 40%
    • YouTube 91% 18% 2% 4% 9%
    • Blog (any) 50% 0% 0% 2% 50%
    • Linked In 62% 12% 0% 2% 38%
    • Flickr 20% 0% 0% 0% 80%
    • Plaxo 8% 0% 0% 0% 92%
    • My Space 10% 0% 0% 0% 90%
    • Digg 2% 0% 0% 0% 98%
  • 11. SM Content Posted By FSA CoP Members
    • News releases
    • Financial columns
    • Fact sheets
    • Articles
    • Video links
    • Research findings
    • Original “how to” videos
    • Organization minutes
    • Newsletters
    • Program announcements
    • Pictures from events
    • Summaries of legislative changes
    • Links to eXtension
    • Quick tips
  • 12. Personal or Professional Social Media Use ?
    • Key decision to make early on: how much of your personal life (if any) to reveal
    53% had content about both 47% focused on one or the other Personal Professional
  • 13. Potential Outreach
    • < 50 to several hundred friends/followers per individual respondent (N =45)
    • Collectively, 5,965 message recipients
    • Average of ≈ 132 message recipients per respondent
  • 14. Administrative Matters I
    • < ¼ (22%) of respondents report SM outreach to their Extension administrators
      • Annual reports
      • Online planning/reporting systems
      • Impact evaluation reports
      • CVs
    • 27% would like to
  • 15. Administrative Matters II
    • 29% said institution has a SM policy or guidelines
    • 33% said institution did not
    • 38% did not know
  • 16. Common Institutional Social Media Use Policies
    • “Be careful not to do anything personal on work time”
    • Do not mention trade names
    • Content must be research-based
    • Inappropriate material could be cause for disciplinary Action
  • 17. Tracking Impact
    • About ¼ (27%) of sample tracked use of SM content
      • Scribd
      • Google alerts
      • Bit.ly (to track clicks on links)
      • Facebook reports
      • Number of Twitter followers
    • 36% said they did not know how to track use but would like to
  • 18. Great Collegiality Reported
    • Over ¾ (78%) were willing to have their SM content reused by other FSA CoP members
    • 93% were willing to use FSA CoP-created content on their own SM sites
      • Cut and paste or re-tweet messages
  • 19. General Comments
    • Interested in receiving “ready to use” SM messages
    • Not allowed to use SM at work; must do SM outreach at home on personal time
    • Want training on SM use and evaluation tools
    • Need simple to follow “cheat sheets”
    • “ We all need to be on board” [using social media]
  • 20. Subsequent FSA CoP Social Media Webinar
    • How to Use and Evaluate Social Media in Financial Education
    • Duration: 01:28:44
    • URL for Viewing: https://connect.extension.iastate.edu/p52944724/
  • 21. Implications I
    • Provide step-by-step social media training
      • FSA CoP developed a successful “Twitter Homework Assignment”
    • Work Smarter, Not Harder
      • Have a few people write SM messages for many and track their aggregate impact
    • Establish/publicize institutional SM guidelines
  • 22. Implications II
    • Aggregate impacts could be impressive
      • 45 people had potential to reach almost 6,000
      • Those 6,000 could potentially reach many more
    • Extension educators need to learn social media evaluation metrics
    • Begin SM programming with Facebook, YouTube, and Twitter
  • 23. Implications III
    • Address the issue of low smart phone access
      • Would increase ability to post messages “on the go”
      • Lack of technical know-how?
      • Lack of budget for a data plan?
    • Determine the opportunity cost of SM use
      • What do Extension educators give up at work and/or at home?
  • 24. Comments? Questions?
    • What is the social media capacity of your CoP?
    • What can your CoP leaders do to expand it?
    • Best wishes!

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