New Media Promotion & Tenure--2009

Guidelines for New Media
Promotion & Tenure Expectations and Metrics:
A Proposal
Robert Hughes, Jr.
Department Head & Professor
DEPARTMENT OF HUMAN & COMMUNITY DEVELOPMENT
COLLEGE OF AGRICULTURAL, CONSUMER AND ENVIRONMENTAL SCIENCES
UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

My Job Description 1982
12 News Releases
40 Meetings

Objectives
In an era of new media how do we…
Define Job Expectations
Measure Performance
Define Criteria for Promotion & Tenure

Extension Job Expectations(over the past 100 years)
County agents and state specialists should be able to teach…
In meetings and demonstrations (1914-
By developing print materials (1914-
Using radio (1920-
Using television (1950-
Using telephone conferencing (1980 –
Using computers (1985-
Using the web (1995-
Use social media (2003-

Current Job Descriptions
Utilize all available media sources, including print and electronic versions of newsletters, electronic mail, the internet and other advancing technology, to communicate with staff and others, and to provide information to clientele.
Utilize a variety of educational strategies to implement educational programming. Examples include informal classes, presentations, media, volunteers, demonstrations, experiential learning, distance learning and group facilitation. Communicate effectively, both orally and in writing, with individuals, groups, and through mass media.

Radical Shift in Job Expectations
Priority on New Media Strategies
Outreach and Extension work will shift:
From news releases to broadcast strategies
From meetings to engagement strategies
Programmatic Approach

Broadcast Strategies
One to Many
Brief episodes of learning

Broadcast Strategies
From one to many—
Websites
Ask the Expert
FAQs
Email newsletters
Podcasts
Video presentations
SMS (short message service)
Tweets (microblogging)

Engagement Strategies
Many to Many
In-depth learning experiences
Expected to last an extended period of time
Often involve community building

Engagement Strategies
Many to many– extended learning opportunities and communities
Blogs, wikis
Online courses
Games
Listservs/Bulletin boards
Social network-based communities/sites
Simulations
Participatory virtual communities

Public Plus Professionals
Public and professional clients
Broadcast to general public
Broadcast to professionals
Engagement of general public
Engagement of professionals

Educational Program Strategy
An integrated set of broadcast and engagement strategies involving both professionals and the general public that address an important problem in a systematic way.

Example Program Strategy
Broadcast to Public
E-newsletter, website
Engagement with Public
Social network discussion
Broadcast to Professionals
Website
Engagement with Professionals
Online course

discussion
What activities are missing?
What activities don’t fit into this framework?

Some Puzzling Activities
Technical problem solving– (working between content & technical people)
Educational design roles
Educational strategy innovation
Editors

Evaluating Performance
Client Participation
How many does it reach?
Client Satisfaction
Do people care?
Client Impact
Does it make a difference?

Client Participation Metrics
Broadcast
Downloads, Page views, Unique visitors, Number of subscribers, Geographic reach
Engagement
Number of participants, Length of engagement, Number of participant contributions, completion rates

Client Satisfaction Metrics
Broadcast
Repeat users, Depth & Length of Participation, Number of links/citations, Bounces, Participant ratings of Satisfaction/Helpfulness (user-generated authority)
Engagement
Participant ratings of satisfaction/helpfulness, repeat participants, Loyalty measures

Client Impact Metrics
Broadcast
Meets objectives (e.g., “Did you find this information helpful?” “Did this answer your question?”)
Engagement
Immediate post-engagement assessment of “meets objectives”
Follow-up assessment of knowledge & behavior change (logic models fit here.)

discussion
What is missing in this discussion of participation, satisfaction, & impact metrics?
What do you measure that isn’t in this framework?

Criteria for Promotion & Tenure
Programmatic Strategy
Work products/Extension products
Quality Indicators
Innovations

Program Strategy Description
An integrated set of broadcast and engagement strategies that address an important problem in a systematic way.
Document the development and trajectory of the activities & products
How the strategies for public and professional audiences evolved.
Participation, satisfaction & impact evidence that provides results.

Documenting Work
Descriptions of significant new media roles
List of products & activities in a common reference format (APA style; MLA style)

Quality Indicators
Broadcast & Engagement Metrics (participation, satisfaction, impact)
Recognition, awards, valued links/citations, prestige of commentators/participants, invitations (including online); quality of the publisher/site. (See Jensen, 2007 for additional ideas)

Innovation Indicators
New audience
Unique product
Extensive participation and/or impact
Unique delivery strategy/model
New partners

Advancing these ideas
Frame your work in broadcast/engagement terms
Roles for senior faculty– advocate for new job descriptions/evaluation criteria with new media at the core
Collect your own new media metrics
Foster peer review of new media activities
Promote these ideas at professional societies and with colleagues

Some things that will help
Development of prestigious online repositories and professional venues
Enterprise-wide delivery platforms structured around the broadcast/engagement framework
Customizable tools for collecting participation, satisfaction, & impact metrics
Share metrics/indicators with public/colleagues & move to standardization

New Media Promotion & Tenure--2009

by Robert Hughes, Jr. on Oct 22, 2009

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