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Elaine Edwards, News Media and Marketing Coordinator, K-State Research and Extension, firstname.lastname@example.org Jon A. Perrott, M.P.A, Program Coordinator, Extension Program Specialist, Texas AgriLife Extension Service, email@example.com Anne Mims Adrian, PhD. Social Media Strategist, eXtension-Auburn University, firstname.lastname@example.org Frankie Gould, Public Relations and Communications Director and Professor, LSU Ag Center, email@example.com Natalie Hummel, PhD, Associate Professor and Rice Extension Entomologist, LSU Ag Center, firstname.lastname@example.org
Social networking is now mainstream. Don't ignore it. Americans using social networks increased from 24% in 2008 to 48% in 2010 Facebook 800+ million ~42% of U.S. adults are active
106+ million Twitter accounts 17 million Americans, 87% are aware 33% of monthly users are 25 to 34 years old 53% are “lurkers”-read but don’t post
Twitter #ManureMonday started by @LPELC Reach : 12-15,000 accounts 26-34,000 impressions
Social networking is now mainstream Blogs – short updates – images and videos 226 blogs registered on eXtension www.extension.org/people/colleagues/socialnetworks
48 hours of video uploaded every minute to YouTube (March 2011)
Will take 8 years to watch videos that uploaded in a single day on YouTube.
YouTube--eXtension Horsequest 1 million + views, 2,024 subscribers; Ages of viewers : 55 - 65 19% 45 - 54 43% 35 – 44 15% Female 61% Male 39% Bee Health 166,318 views 589 subscribers eOrganic 491,937 views 629 subscribers
YouTube Extension Channel Examples K-State Research and Extension 519 videos 278 subscribers 290,000+ views Ohio State University Extension 91 videos, 82 subscribers 30,000+ views University of Wisconsin Extension 148 subscribers 90,000 views
Mobile and social Mobile Social Networking App audience grew 126% to 42.3 Million users in the past year. 38% of Americans own a smartphone. An average of 35 apps installed. 40% of tablet and smartphone owners use them while watching TV.
Access to technology is changing quickly Electronic communication survey (123 of 600 responded 12/2011 LA Rice Industry Desktop computer 69% Laptop computer 64% Smartphone or cell phone with data 64% Cell phone without data 47% iPad 28% Don ’t make assumptions about your audience – ask questions
Farmers ’ Use of Technology Get information to where the audience is: Farmers smartphone ownership 2009: 3% 2010: 10% 2011: 41% Trend is moving upward; what will next year be? http://connect.ksre.ksu.edu/p32157833/?launcher=false&fcsContent=true&pbMode=normal
Consider that there have been 60,000 downloads on Four Farm Progress Apps and have had 1.7 million page views on apps.
A Consideration Roughly 52% of the world's population is under 30 . How do we harness and connect young adults?
Source for info about politics (rely on most) Local Newspaper Local TV 18-39 years old 16% 40+ years old 34% 18-39 years old 19% 40+ years old 34% Internet 18-39 years old 26% 40+ years old 12%
Mindset change from Extension Farmer generated Facebook group—Southern Farming --More active dialogue if initiated by the clientele.
Let's hear from you Why do you or your faculty need to use social media? What do you or they need to use social media? What do you or they want to accomplish with social media? What prevents you or them from using social media?
Penn State Youtube video: http://youtu.be/gMUnlWA8cCY farmbusiness.psu.edu
http://agrilifeextension.tamu.edu/ Promote many programs in back door ways Address immediate needs & pull clients into other programs Incorporate YouTube and Twitter into promotional efforts
Use 4-H to introduce youth not only to leadership and character building, but also to Extension programs. Recruit parents to Extension programs through their children. http://texas4-h.tamu.edu/
Dinner tonight: Advertise different programs in the cooking demo Introduce other programs Include parents http://healthyliving.tamu.edu/dinners/broccoli-slaw-with-chicken// Backdoor building relationships
Creating a relationship-- --getting people in the back door Blueberry CoP Facebook Page Question from an urban homeowner came into a discussion board. Connected a homeowner with their local agent -- National effort yielded local results
How to inspire more extension and research faculty to use social media space for communication, dissemination of information and dialogue?
The use of social media as a tool must have an organization-wide acceptance
To build buy-in a Social media task force was established to identify power users/mentors, focus areas, training and establish guidelines
A Social Media Summit was conducted via distance ed to highlight success stories, testimonials and introduce training
Media addressed was Facebook, Twitter, blogging and YouTube
Next was to have administrators set an example -An Extension external discussion page & a closed group Facebook page called LCES Dialogue was established and faculty and staff were invited to participate