Social Media Marketing Tools and Strategies for Master Gardener coordinators


Published on

Social media provides a unique platform for Extension professionals to share information about programs, including the Florida Master Gardener Program.

Presented at the 2010 continuing education meeting for Master Gardener coordinators.

Published in: Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media Marketing Tools and Strategies for Master Gardener coordinators

  1. 1. Social Media Marketing Toolsand Strategies Kim Taylor
  2. 2. What is the role of Extension?
  3. 3. How have we done this?
  4. 4. Are we still reaching people?
  5. 5. The landscape is changing
  6. 6. Information then
  7. 7. Information now
  8. 8. Social Media Revolution 2 (Refresh), by Erik Qualman FZ0z5Fm-Ng
  9. 9. More about online audiences
  10. 10. Why should we care?• “Cooperative Extension will continue to keep its local community ties, but has and will continue to grow an online presence. Cooperative Extension’s online presence is not a replacement for our local, face-to-face contacts, but rather a way to build, maintain, and strengthen these relationships.” – Anne Adrian, Auburn University
  11. 11. Need more reasons?• Stats for Why Extension Should Use Social Media (Anne Adrian) why-extension• What is Social Media? (Marta Kagan) social-media-2005829
  12. 12. Not sure you have the time?
  13. 13. Where people connect, share,and learn online
  14. 14. Where should you start?• What do you like to do?• How do you like to share information?• How much time do you have?
  15. 15. Key elements of success • Listen • Engage • Measure
  16. 16. Rule #1 -- Listen• Google Alerts• TweetDeck• SocialMentions• RSS
  17. 17. Listen to what’s being said
  18. 18. Know what people are saying
  19. 19.
  20. 20. Feed (RSS) Readers
  21. 21. Google
  22. 22. Rule #2 -- Engage• Comment on other people’s content – Facebook – Twitter – Blogs – Flickr• Start adding your own original content• Make it meaningful
  23. 23. Facebook• Fourth largest population in the world (>300 million active users)• 50% of users log on to FB on any given day• Women older than 55 make up the fastest- growing age group on Facebook• 40 million status updates• 2 billion photos and 14 billion videos uploaded each month• 70% users outside of US
  24. 24. My Facebook profile page (public)
  25. 25. What my friends see
  26. 26. My “Wall”
  27. 27. Privacy• You decide how much info to post• You decide who it will be shared with (mostly)• Search “Facebook” and “privacy” – NYTimes article is good resource right now
  28. 28.
  29. 29. (Fan) Pages
  30. 30. Insights (interaction data)
  31. 31. Advertising
  32. 32. Group pages
  33. 33. Twitter• Twitter is a micro-blogging service, which is text- based• More than 25 million accounts• 3 million Tweets/day (March 2008)• Tuesday – most popular day – Wednesday – close 2nd popular day
  34. 34. Twitter• Tweets are updates or a mini blog – Announcements – ReTweets – Direct Messages – News Reporting – Marketing
  35. 35. Photo Sharing
  36. 36. Photo Sharing• Set up a group and encourage readers to share photos or videos of projects
  37. 37. Photo Sharing• Also a place for interaction and discussion
  38. 38. YouTube• 70 million – videos (March 2008)• 95.4 million – videos (May 2009)
  39. 39. Video Sharing • Upload demos showing gardening techniques
  40. 40. Video Sharing • Embed videos into blog posts
  41. 41. Blogs & Microblogs
  42. 42. Blogosphere• 346 million – people read blogs (comScore March 2008)• 900,000 - average number of blog posts in a 24 hour period• 77% - active Internet users read blogs
  43. 43. Blogging • Journal about gardening • Highlight workshops, articles, • Feature great garden photos • Embed how-to videos
  44. 44. Be Successful • Read • Comment • Write • Respond • Converse • Connect • Rinse & Repeat
  45. 45. Going mobile• iPhone, Blackberries, and smart phones• Connected ALL the time• Many platforms/applications to choose from
  46. 46. Rule #3 -- Measure• How do you know who’s stopping by?• Once you know who’s visiting, how do you know what they’re reading?• What do they WANT to be reading?
  47. 47. Web Analytics• Many service providers (• Helps to drive content direction• Keyword searches• Where are people visiting from?• What are they looking for?
  48. 48. Dig In!
  49. 49. Things to Remember• Keep it professional• Post what is meaningful• Make sure your information is current• Make sure your information is correct• Make sure your information is relevant• Follow many others, but use filters• Remember, social media is social and PUBLIC
  50. 50. Other considerations• Do you offer ways for people to keep up with news about your MG program (plant sales, garden tours, other events)?• Do you have ways for readers to comment?• Look for other groups, forums, social networks that are being used by your clientele.
  51. 51. Kim TaylorContact Kim• Twitter: sassycrafter• Slideshare: krtaylor• Flickr: – FloridaMasterGardener – gardeninginaminute• YouTube: UFGardening• Facebook: thesassycrafter• Blog:
  52. 52. Resources• Intro Social Media for Cooperative Extension Directors extdir• Ohio Farm Bureau Social Media Guide media-guide.pdf• Facebook Privacy: A Bewildering Tangle of Options privacy.html• 10 Privacy Settings Every Facebook User Should Know
  53. 53. Resources• Twitter Guide: How to, Tips, and Instructions• How to Use Twitter for Business• Deciding who to follow in Twitter (and Friendfeed) and who to friend in Facebook twitter-and.html
  54. 54. Resources• RSS in Plain English, a video introduction to using news readers from Common Craft• Use a newsreader reader.html• Poscente, Vince. The Age of Speed. (2007)• Aral, Sinan and Van Alstyne, Marshall W., "Network Structure & Information Advantage: Structural Determinants of Access to Novel Information and Their Performance Implications" (January 18, 2007). Available at SSRN:
  55. 55. Resources• Clay Shirky "Its not information overload. Its filter failure" at Web 2.0 Expo NY• Not information overload--filter failure failure.html• Misconception about web technologies technologies_26.html
  56. 56. Resources• Engaging Communities on their on Turf: Secrets of Social networkers• Feeding Frenzy eXtension 30-Minute recording by Beth Raney,• Beginner’s Guide to Social Media in Extension n_Extension
  57. 57. Resources• Hampton, K. (2002). Place-based and IT mediated “community.” Planning Theory and Practice, 3(2), 228-23.• Hampton, K. & Wellman, B. (2003). Neighboring in Netville: How the Internet supports community and social capital in a wired suburb. City and Community, 2(4), 277-311.• Ellison, N. B. Steinfield, C., and Lampe, C. (2007). The benefits of Facebook “friends”: Social capital and college students’ use of online social network sites. Journal of Computer Mediation Communication, 12(4), Article 1.