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How and what social media is being used in natural resource outreach presentation

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by Laurie Gharis, Ph.D. …

by Laurie Gharis, Ph.D.

Social media tools
How tools are being employed by extension programs
Opportunities for natural resource professionals
How to use the tools successfully

Expanding the Reach of Extension with Webinar Technologies and Social Media

Published in Education
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  • 1. HOW AND WHAT SOCIAL MEDIA IS BEING USED IN NATURAL RESOURCE OUTREACH LAURIE GHARIS, PH.D.
  • 2. OUTLINE• Introduction• Social media tools• How tools are being employed by extension programs• Opportunities for natural resource professionals• How to use the tools successfully• Conclusion
  • 3. EXPANDING THE REACH OF EXTENSION WITH WEBINAR TECHNOLOGIES AND SOCIAL MEDIA• Collaborative Effort • NCSU-Robert Bardon, Ph.D. • SREF-William Hubbard, Ph.D. • TAMU-Eric Taylor, Ph.D.• Funding • Renewable Resources Extension Act
  • 4. INTRODUCTIONExtension Professionals• Workloads• Administrative requirements• Tight fiscal environments
  • 5. INTRODUCTION Is social media a practical solution? • Internet access • Social media usage • Low-income, minority communities
  • 6. INTRODUCTIONDynamic• Select tool according to audience, purpose, or personal preference• Accessible• Interactive• Can encourage consensus
  • 7. INTRODUCTIONCommunity• Shared interests• Knowledge exchange• Far reaching• Individual time table
  • 8. SOCIAL MEDIA TOOLS• Blogs • Twitter • Wikipedia• Professional and Social Networking • Facebook • LinkedIn • MySpace• Videos/Images • Flickr • YouTube
  • 9. SOCIAL MEDIA TOOLSBlogs can:• Encourage interaction• Disseminate timely, practical information• Connect individuals with opportunities
  • 10. SOCIAL MEDIA TOOLSTwitter• Form of micro blogging• Tweets are 140 characters or less• Follow others • #FollowFriday • #hashtags
  • 11. QUESTION FOR AUDIENCETrue or FalseAfrican Americans and Latinos are significantly lesslikely to use Twitter than other groups.
  • 12. SOCIAL MEDIA TOOLSWikipedia• Informal channel for collecting and sharing information• Enhances interaction, collaboration, and contribution• Open to the public or just a few
  • 13. SOCIAL MEDIA TOOLSSocial and Professional Networking Sites(Facebook, MySpace, LinkedIn)• Link people with similar interests• Help communicate information• Connect clients to resources• Profiles provide real context to the identity of each online member
  • 14. SOCIAL MEDIA TOOLS
  • 15. SOCIAL MEDIA TOOLSFlickr and YouTube• Can enhance field and qualitative research• Potential to bring in additional online learners• Increasingly accessible• http://www.youtube.com/watch?v=k3wgTTq0 a8s
  • 16. SOCIAL MEDIA TOOLSSuccessful video projects• Are better viewed than told• Have music and pictures• Link to other information• Have multiple avenues for access• Have measures for evaluation
  • 17. QUESTION FOR AUDIENCEWhat social media tool do you use most often?A. TwitterB. FacebookC. LinkedInD. FlickrE. YouTube
  • 18. CURRENT SOCIAL MEDIA USESAlabama Precision AgTeam• Reach out to farmers and environmental organizations• Blog, Facebook, and Twitter
  • 19. CURRENT SOCIAL MEDIA USESIowa State University’sTurfgrass Blog• Communicate timely information• Interactive channel for peers, industry professionals, and educators• Reached an average of 34.9 to 148.4 people/day
  • 20. CURRENT SOCIAL MEDIA USESFan pages• University of Minnesota Equine Extension Program• Michigan State University’s Online Horse Management Program
  • 21. CURRENT SOCIAL MEDIA USESUSDA Forest Service-Twitter, YouTube, Flickr
  • 22. CURRENT SOCIAL MEDIA USESOhio State Extension Educators• Support for clientele who had lost their jobs
  • 23. CURRENT SOCIAL MEDIA USESSoil and Water Conservation Challenges• Integrated framework with WebGIS technologies, data sources, and social media• Increase knowledge on sediment pollution
  • 24. CURRENT SOCIAL MEDIA USESNRCS• Flickr, Facebook, Twitter
  • 25. QUESTION FOR AUDIENCEWhat social media tool do think would be most usefulfor your work place mission?A. TwitterB. FacebookC. LinkedInD. FlickrE. YouTube
  • 26. SUCCESS WITH SOCIAL MEDIASocial media planning process(Dadashzadeh 2010)• A formal agency view• Employee participation• Map of future desired public service
  • 27. SUCCESS WITH SOCIAL MEDIATools to describe, create, and deliver the rightmarketing (Skelly 2005)• Define what audience can expect• Obtain feedback from the audience• Consider the product, price, place, promotion, and partnerships• Be inventive• Capture audience’s attention
  • 28. SUCCESS WITH SOCIAL MEDIAEssential steps to building an online community(Benson 2011)• Listen to your audience• Plan a strategy with metrics• Electronically market the strategy• Engage the audience• Report your measurements
  • 29. SUCCESS WITH SOCIAL MEDIASuccess with Twitter (Brown 2012)• Vary content• Speak in an authentic voice• Listen and take notes• Be concise• Spread out tweets• Thank new followers• Use third party helpers (Hootesuite, Crowdbooster,..)
  • 30. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALS Engage people online and through their personal digital assistants • Almost 50% of nonindustrial private landowners in NC are interested in web- based delivery (Bardon et al. 2007) • Farmers are likely receptive to electronic communication (Guenthner and Swan 2011) • Agritourism operators use social media tools to promote their business (Hardesty 2011) • Work with individuals that are not able to leave their businesses (Cornelisse et al. 2011)
  • 31. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALS• Use social media tools to connect clients to credible resources and evidence based information• Employ electronic technology for on-campus teaching as outreach (Guenthner and Swan 2011)• Work with low-income urban communities to demonstrate the effectiveness of new and innovative computer uses (Kudryavtsev et al. 2007)• Share method design, data collection instruments, and initial results to enhance transparency (Powell 2012)
  • 32. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALSActively participate in social media outlets• Opportunity to observe and to become closer to customers• Connect with clientele anywhere at anytime• Bring together people with similar interests• Reach a significant number of people• Measure progress
  • 33. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALS • Take resources to the people • Consider outreach materials that will reach target audiences at the widest level • Balance reaching out face-to- face with technology • Recommend new communication methods where appropriate
  • 34. METRICSExamples of Metrics• Numbers of visitors, fans, friends, followers, mentions, and/or incoming links to your site (Cornelisse et al. 2011)• Time on the website, ratio between posts and comments, how fast the message moves, and customer actions (Benson 2008)• Activity, tone of conversation, velocity, time on site, comments, and qualitative measures (Owyang 2007)
  • 35. METRICSMetric Tracking Programs• Google Analytics, URL shortening programs, Twitter- centric tools (Cornelisse et al. 2011)• Scribd, Google alerts, Facebook reports, online surveys on Facebook, TweetReach, Wordpress (O’Neill et al. 2011)
  • 36. METRICSExample: National ForestFoundation• Websites can be tracked for visits and time on website• Track number of people who like (785)• Track comments (11)• Qualitative review of comments (I’m going to go; I’ve been there, etc.)
  • 37. QUESTION FOR AUDIENCETRUE or FALSEThe time on website, comments, and velocity of themessage can help track customer engagement.
  • 38. CONCLUSIONSocial media has the potential to:• Produce discussion• Change views• Encourage action• Reach new audiences• Provide feedback in a timely manner• Meet increasing demands of extension work at decreased costs
  • 39. CONCLUSION• Great potential for outreach• With or without natural resource professionals, clients are employing social media tools
  • 40. QUESTIONSContact InformationLaurie Gharis, Ph.D.College of Natural ResourcesDepartment of Forestry and Environmental ResourcesNorth Carolina State Universitylwilson@ncsu.edu