Social Media and Extension
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Social Media and Extension



Presentation given to University of Maine Cooperative Extension

Presentation given to University of Maine Cooperative Extension



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  • More than 50 percent of our organization is 50 years or older. We must adjust or we may not be relevant.
  • According to Extension Brand Value Research, 27% of US have heard of Cooperative Extension.*Andy Kleinschidmt  *I have been running my blog for a year and had my all time  traffic day yesterday because of this post I created- post has very little to do with my program BUT it does several things, most importantly is keeping Ohio State Univ Extension relevant and *part of the conversation*. The post was discussed on Twitter and Facebook by several ag media  Ask the question: What is your biggest reason for not adopting social media for professional use? 
  • Most traditional marketing and advertisements are considered to be broadcasting. The purpose of social media implies that individuals and organizations interact in online environments.  However, many organizations use social media to broadcast their messages and have not used social media tools to listen or interact.  Because there is so much "noise" online, clients or potential clients ignore organizations' bull-horn messages.  Broadcasting example: We can use Twitter to publicize a new blog post.
  • Influence happens in small social circles. Messages may or may not resonate as they are spread through other circles. Think of online social circles like we think of face-to-face social circles

Social Media and Extension Social Media and Extension Presentation Transcript

  • Social Media and Cooperative Extension Anne Mims Adrian, PhD March 10, 2011
  • Social media is
  • Social media is aboutRelationships
  • Social Media is aboutSharingLearningCreatingPhoto:
  • Social media is media
  • Social media provides flexibility efficiency scalability multi-purposing timeliness relevancy discoverability
  • 75% of U.S. adults use the Internet.
  • By 2013, 62% of web users or48% of US population will useFacebook.
  • Gen Y outnumberBaby Boomers.96% of themhave
  • 93% of Americans own a cell
  • How many have heard ofCooperative Extension?27% of U.S. adult population16% of U.S. 18-35 year oldsAre we where the people are?
  • Social Media Benefits for Extension
  • Adoption Curve & PhasesInitial Discovery (2006-2007)Hype & Experimentation (2008-2009)Failure & Disappointment (2010)Triumph of Determination (2011-2013)Pervasive Adoption (2014-2015)
  • Some of the time,forget traditionalconcepts behindmedia, education,& marketing.
  • BroadcastingPushing content(products, services, advertisements)One to manyControlled publishingStatic
  • One to oneLittle or no scaling
  • Extension Media Examples
  • Connections Network New…. • Scale • Connections • Experiences • Ways of DoingMap created @
  • Minnesota ForestryEli Sagor
  • Livestock Poultry Environmental Learning Center “spread the science on animal poo” @LPELC bio
  • Challenges to Social Media
  • Expectations Transparency Share Attract Experiential Learning Co-learning Co-creating
  • Multipurpose information, learning, and sharing Twitter Facebook Blogs
  • Influence occurs in small social
  • Transparency—online ornot—there is no hiding. Photo:
  • Define who are communitymembersDefine who is core customer /client /community memberWhy would theycareCreate
  • Define your goalsLook for & define a higher purpose
  • ListenLearnConnectSharePhoto:
  • What is being said on theweb Alerts
  • Know what people aresaying search.twitter.comTwitter Searches
  • Set yourprioritiesbased onyour
  • Evaluate with newassumptions
  • Be ready for fire hose
  • Participate part of the community
  • Utilize help and expertiseof others
  • Write for SEO & clients Learn to understand & write for Search Engine Optimization. Learn to write for the community.
  • Choose the right tool. Adapt. Don’t . get tied to any one tool!
  • Integrate Social MediaAndy Kleinschmidt’s ExampleAgriculture in the Van Wert County of Science Expertise profile:
  • Try Explore Learn “This ... is ridiculously simple.” Andy
  • Extension Social Media ParticipationeXtension Cooperative Extension Twitter Cooperative Extension Twitter Cooperative Extension System
  • ReferencesBrogan, Chris, Audience or Community, Tara, The Whuffie FactorKleinschmidt, Andy, Agriculture in Van Wert County,, Eli and Potyondy, Phillip Making Extension content more discoverable, David Meerman, The New Rules of Marketing and PRThe Social Network Roadmap
  • ReferencesWhy Are Marketers So Bad At Measuring Social Media?, Karen. Social Media: Why. How eXtension?
  • ResourcesExtension Social Media Guide (beginners) media in Cooperative (old list) Extension colleagues in social State College of Agriculture Social Media Extension Social Media Guide
  • ResourcesSocial Media Tips and Ideas: Presentation for Extension CountyDirectors Farm Bureau Social Media Craft Twitter in Plain English Craft Blogs in Plain English Craft Google Reader in Plain English
  • ResourceseXtension Social Media Professional Development Tools to Measure Your
  • Final ThoughtsShare your questions and ideas.Thank you for your