Presentation for National eXtension Conference on social media demographics.

1. Social Media Demographics
for Extension
Sarah Baughman, Ph.D.
eXtension
@programeval
sarahbaughman@extension.org

2. Laurakidd.co.uk flkr creative commons
t is particularly concerning that younger people – Extension
clients of tomorrow – are the least likely to be familiar with
Extension. It is crucial to take steps to improve Extension
elevance among younger people. ~ Copernicus Study

4. Facebook
71% of online adults use
usage among seniors
increasing
women more likely then men
Twitter
18% of online adults use
adoption rates high among
young adults and African-
Americans
Instagram
17% of online adults use
increases from 18-29 year
olds (37% use)
increases from African
Americans (34%)
Pinterest
21% of online adults
dominated by women
tend to be affluent & educated
LinkedIn
22% of online adults
tends toward affluent,
educated and older users

5. 5
Social Media in Extension
• Marketing / Building the Brand
• Programming
• Social Learning
• Professional Development – building
personal learning networks
• Relevance
• Building 21st Century skills in employees
and clients