New Media Promotion & Tenure--2009


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This is a model for developing promotion and tenure in universities with an emphasis on new media and an emphasis on outreach and engagement activities. Specific suggestions are offered to developing narratives and collecting metrics for making the case for the quaity and innovativeness of the work.

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New Media Promotion & Tenure--2009

  1. 1. Guidelines for New Media <br />Promotion & Tenure Expectations and Metrics:<br />A Proposal<br />Robert Hughes, Jr. <br />Department Head & Professor<br />DEPARTMENT OF HUMAN & COMMUNITY DEVELOPMENT<br />COLLEGE OF AGRICULTURAL, CONSUMER AND ENVIRONMENTAL SCIENCES<br />UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN<br />
  2. 2. My Job Description 1982<br />12 News Releases<br />40 Meetings<br />
  3. 3. Objectives<br />In an era of new media how do we…<br />Define Job Expectations<br />Measure Performance<br />Define Criteria for Promotion & Tenure<br />
  4. 4. Extension Job Expectations(over the past 100 years)<br />County agents and state specialists should be able to teach… <br />In meetings and demonstrations (1914-<br />By developing print materials (1914-<br />Using radio (1920-<br />Using television (1950-<br />Using telephone conferencing (1980 –<br />Using computers (1985-<br />Using the web (1995-<br />Use social media (2003- <br />
  5. 5. Current Job Descriptions<br />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. <br />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.<br />
  6. 6. Radical Shift in Job Expectations<br />Priority on New Media Strategies<br />Outreach and Extension work will shift:<br />From news releases to broadcast strategies<br />From meetings to engagement strategies<br />Programmatic Approach<br />
  7. 7. Broadcast Strategies<br />One to Many<br />Brief episodes of learning<br />
  8. 8. Broadcast Strategies<br />From one to many—<br />Websites<br />Ask the Expert<br />FAQs<br />Email newsletters<br />Podcasts<br />Video presentations<br />SMS (short message service)<br />Tweets (microblogging)<br />
  9. 9. Engagement Strategies<br />Many to Many<br />In-depth learning experiences<br />Expected to last an extended period of time<br />Often involve community building<br />
  10. 10. Engagement Strategies<br />Many to many– extended learning opportunities and communities<br />Blogs, wikis<br />Online courses <br />Games<br />Listservs/Bulletin boards<br />Social network-based communities/sites<br />Simulations<br />Participatory virtual communities<br />
  11. 11. Public Plus Professionals<br />Public and professional clients<br />Broadcast to general public<br />Broadcast to professionals<br />Engagement of general public<br />Engagement of professionals<br />
  12. 12. Educational Program Strategy<br /> An integrated set of broadcast and engagement strategies involving both professionals and the general public that address an important problem in a systematic way. <br />
  13. 13. Example Program Strategy<br />Broadcast to Public<br />E-newsletter, website<br />Engagement with Public<br />Social network discussion<br />Broadcast to Professionals<br />Website<br />Engagement with Professionals<br />Online course<br />
  14. 14. discussion<br />What activities are missing?<br />What activities don’t fit into this framework?<br />
  15. 15. Some Puzzling Activities<br />Technical problem solving– (working between content & technical people)<br />Educational design roles<br />Educational strategy innovation<br />Editors<br />
  16. 16. Evaluating Performance<br />Client Participation<br />How many does it reach?<br />Client Satisfaction<br />Do people care?<br />Client Impact<br />Does it make a difference?<br />
  17. 17. Client Participation Metrics<br />Broadcast<br />Downloads, Page views, Unique visitors, Number of subscribers, Geographic reach<br />Engagement<br />Number of participants, Length of engagement, Number of participant contributions, completion rates<br />
  18. 18. Client Satisfaction Metrics<br />Broadcast<br />Repeat users, Depth & Length of Participation, Number of links/citations, Bounces, Participant ratings of Satisfaction/Helpfulness (user-generated authority)<br />Engagement<br />Participant ratings of satisfaction/helpfulness, repeat participants, Loyalty measures<br />
  19. 19. Client Impact Metrics<br />Broadcast<br />Meets objectives (e.g., “Did you find this information helpful?” “Did this answer your question?”)<br />Engagement<br />Immediate post-engagement assessment of “meets objectives”<br />Follow-up assessment of knowledge & behavior change (logic models fit here.)<br />
  20. 20. discussion<br />What is missing in this discussion of participation, satisfaction, & impact metrics?<br />What do you measure that isn’t in this framework?<br />
  21. 21. Criteria for Promotion & Tenure<br />Programmatic Strategy<br />Work products/Extension products<br />Quality Indicators<br />Innovations<br />
  22. 22. Program Strategy Description<br />An integrated set of broadcast and engagement strategies that address an important problem in a systematic way. <br />Document the development and trajectory of the activities & products<br />How the strategies for public and professional audiences evolved. <br />Participation, satisfaction & impact evidence that provides results.<br />
  23. 23. Documenting Work <br />Descriptions of significant new media roles<br />List of products & activities in a common reference format (APA style; MLA style)<br />
  24. 24. Quality Indicators<br />Broadcast & Engagement Metrics (participation, satisfaction, impact)<br />Recognition, awards, valued links/citations, prestige of commentators/participants, invitations (including online); quality of the publisher/site. (See Jensen, 2007 for additional ideas)<br />
  25. 25. Innovation Indicators<br />New audience<br />Unique product<br />Extensive participation and/or impact<br />Unique delivery strategy/model<br />New partners<br />
  26. 26. Advancing these ideas<br />Frame your work in broadcast/engagement terms<br />Roles for senior faculty– advocate for new job descriptions/evaluation criteria with new media at the core<br />Collect your own new media metrics<br />Foster peer review of new media activities<br />Promote these ideas at professional societies and with colleagues<br />
  27. 27. Some things that will help<br />Development of prestigious online repositories and professional venues<br />Enterprise-wide delivery platforms structured around the broadcast/engagement framework<br />Customizable tools for collecting participation, satisfaction, & impact metrics<br />Share metrics/indicators with public/colleagues & move to standardization<br />