Guidelines for New Media Promotion & Tenure Expectations and Metrics:A ProposalRobert Hughes, Jr. Department Head & ProfessorDEPARTMENT OF HUMAN & COMMUNITY DEVELOPMENTCOLLEGE OF AGRICULTURAL, CONSUMER AND ENVIRONMENTAL SCIENCESUNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

My Job Description 198212 News Releases40 Meetings

ObjectivesIn an era of new media how do we…Define Job ExpectationsMeasure PerformanceDefine 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 DescriptionsUtilize 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 ExpectationsPriority on New Media StrategiesOutreach and Extension work will shift:From news releases to broadcast strategiesFrom meetings to engagement strategiesProgrammatic Approach

Broadcast StrategiesOne to ManyBrief episodes of learning

Broadcast StrategiesFrom one to many—WebsitesAsk the ExpertFAQsEmail newslettersPodcastsVideo presentationsSMS (short message service)Tweets (microblogging)

Engagement StrategiesMany to ManyIn-depth learning experiencesExpected to last an extended period of timeOften involve community building

Engagement StrategiesMany to many– extended learning opportunities and communitiesBlogs, wikisOnline courses GamesListservs/Bulletin boardsSocial network-based communities/sitesSimulationsParticipatory virtual communities

Public Plus ProfessionalsPublic and professional clientsBroadcast to general publicBroadcast to professionalsEngagement of general publicEngagement 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 StrategyBroadcast to PublicE-newsletter, websiteEngagement with PublicSocial network discussionBroadcast to ProfessionalsWebsiteEngagement with ProfessionalsOnline course

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

Some Puzzling ActivitiesTechnical problem solving– (working between content & technical people)Educational design rolesEducational strategy innovationEditors

Evaluating PerformanceClient ParticipationHow many does it reach?Client SatisfactionDo people care?Client ImpactDoes it make a difference?

Client Participation MetricsBroadcastDownloads, Page views, Unique visitors, Number of subscribers, Geographic reachEngagementNumber of participants, Length of engagement, Number of participant contributions, completion rates

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

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

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

Criteria for Promotion & TenureProgrammatic StrategyWork products/Extension productsQuality IndicatorsInnovations

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

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

Quality IndicatorsBroadcast & 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 IndicatorsNew audienceUnique productExtensive participation and/or impactUnique delivery strategy/modelNew partners

Advancing these ideasFrame your work in broadcast/engagement termsRoles for senior faculty– advocate for new job descriptions/evaluation criteria with new media at the coreCollect your own new media metricsFoster peer review of new media activitiesPromote these ideas at professional societies and with colleagues

Some things that will helpDevelopment of prestigious online repositories and professional venuesEnterprise-wide delivery platforms structured around the broadcast/engagement frameworkCustomizable tools for collecting participation, satisfaction, & impact metricsShare metrics/indicators with public/colleagues & move to standardization