Social Media and Cooperative         Extension      Anne Mims Adrian, PhD    anne.adrian@extension.org       twitter.com/a...
Social media is SOCIALflickr.com/photos/yourdon/4049950966/
Social media is aboutRelationships            flickr.com/photos/aafromaa/846487425/
Social Media is aboutSharingLearningCreatingPhoto: http://agnr.zenfolio.com/
Social media is media          flickr.com/photos/liewcf/3547134847/
Social media provides  flexibility  efficiency  scalability  multi-purposing  timeliness  relevancy  discoverability  coll...
75% of U.S. adults use the Internet.
By 2013, 62% of web users or48% of US population will useFacebook.
Gen Y outnumberBaby Boomers.96% of themhave joinedsocialnetworks.flickr.com/photos/vermininc/3070779130/
93% of Americans own a cell phoneflickr.com/photos/yourdon/3554487541/
How many have heard ofCooperative Extension?27% of U.S. adult population16% of U.S. 18-35 year oldsAre we where the people...
Social Media Benefits for Extension
Adoption Curve & PhasesInitial Discovery (2006-2007)Hype & Experimentation (2008-2009)Failure & Disappointment (2010)Trium...
Some of the time,forget traditionalconcepts behindmedia, education,& marketing.                flickr.com/photos/yourdon/2...
BroadcastingPushing content(products, services, advertisements)One to manyControlled publishingStatic            flickr.co...
One to oneLittle or no scaling                flickr.com/photos/hugovk/16072296/
Extension Media Examples
Connections Network                                         New….                                         •   Scale       ...
Minnesota ForestryEli Sagor
Livestock Poultry Environmental Learning Center   “spread the science on animal poo” @LPELC bio
Challenges to Social Media
Expectations         Transparency             Share            Attract          Experiential            Learning          ...
Multipurpose information, learning,           and sharing                         Twitter      Facebook                 Bl...
Influence occurs in small social circlesflickr.com/photos/aafromaa/4476152633/
Transparency—online ornot—there is no hiding.            Photo: flickr.com/photos/einaros/3453909796/
Define who are communitymembersDefine who is core customer /client /community memberWhy would theycareCreate personasflick...
Define your goalsLook for & define a higher purpose
ListenLearnConnectSharePhoto: flickr.com/photos/jdawg/484678361/
What is being said on theweb google.com/alertsGoogle Alerts
Know what people aresaying search.twitter.comTwitter Searches
Set yourprioritiesbased onyour valuesflickr.com/photos/seekoh/1225991680/
Evaluate with newassumptions          flickr.com/photos/goldberg/1376718557/
Be ready for fire hose effectflickr.com/photos/theclaytaurus/4184188053/
Participate         flickr.com/photos/davidkohlmeyer/3393520471/Become part of the community
Utilize help and expertiseof others images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595
Write for SEO & clients           Learn to understand &           write for Search Engine           Optimization.         ...
Choose the right tool. Adapt.                                            Don’t                                            ...
Integrate Social MediaAndy Kleinschmidt’s ExampleAgriculture in the Van Wert County Blog:agvanwert.wordpress.com/Twitter:t...
Try                                           Explore                                            Learn                “Thi...
Extension Social Media ParticipationeXtension Peopleextension.org/people/colleagues/socialnetworksA Cooperative Extension ...
ReferencesBrogan, Chris, Audience or Community chrisbrogan.com/audience-or-community/Hunt, Tara, The Whuffie FactorKleinsc...
ReferencesWhy Are Marketers So Bad At Measuring Social Media?blogs.forrester.com/marketing/2009/11/why-are-marketers-so-ba...
ResourcesExtension Social Media Guide (beginners)collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Extensi...
ResourcesSocial Media Tips and Ideas: Presentation for Extension CountyDirectors urbangarden.posterous.com/social-media-ti...
ResourceseXtension Social Media Professional Development sessions:www.extension.org/learn/events/by_tag?tag=social+mediaFr...
Final ThoughtsShare your questions and ideas.Thank you for your participation.google.com/profiles/aafromaablog.anneadrian....
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Social Media and Extension

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  • http://agnr.zenfolio.com/
  • More than 50 percent of our organization is 50 years or older. We must adjust or we may not be relevant.
  • According to Extension Brand Value Research, 27% of US have heard of Cooperative Extension.*Andy Kleinschidmt  *I have been running my blog for a year and had my all time  traffic day yesterday because of this post I created- http://ff.im/-8ZuqSThis post has very little to do with my program BUT it does several things, most importantly is keeping Ohio State Univ Extension relevant and *part of the conversation*. The post was discussed on Twitter and Facebook by several ag media reps.flickr.com/photos/liewcf/3547134847/  Ask the question: What is your biggest reason for not adopting social media for professional use? 
  • Most traditional marketing and advertisements are considered to be broadcasting. The purpose of social media implies that individuals and organizations interact in online environments.  However, many organizations use social media to broadcast their messages and have not used social media tools to listen or interact.  Because there is so much "noise" online, clients or potential clients ignore organizations' bull-horn messages.  Broadcasting example: We can use Twitter to publicize a new blog post.
  • http://www.slideshare.net/kjjeannette/osu-ext2010-countycoordinators1192010
  • http://www.myminnesotawoods.umn.edu/wp-content/uploads/2010/10/MMW-discoverability-poster-for-FallConf2010-54x36.pdfhttp://www.myminnesotawoods.umn.edu/wp-content/uploads/2010/10/MMW-discoverability-poster-for-FallConf2010-54x36.pdf
  • Influence happens in small social circles. Messages may or may not resonate as they are spread through other circles.http://www.flickr.com/photos/aafromaa/4476152633/ Think of online social circles like we think of face-to-face social circles
  • flickr.com/photos/pinksherbet/233228813/
  • Social Media and Extension

    1. 1. Social Media and Cooperative Extension Anne Mims Adrian, PhD anne.adrian@extension.org twitter.com/aafromaa blog.anneadrian.com slideshare.net/aafromaa March 10, 2011
    2. 2. Social media is SOCIALflickr.com/photos/yourdon/4049950966/
    3. 3. Social media is aboutRelationships flickr.com/photos/aafromaa/846487425/
    4. 4. Social Media is aboutSharingLearningCreatingPhoto: http://agnr.zenfolio.com/
    5. 5. Social media is media flickr.com/photos/liewcf/3547134847/
    6. 6. Social media provides flexibility efficiency scalability multi-purposing timeliness relevancy discoverability collaborationsflickr.com/photos/yourdon/2675323741/
    7. 7. 75% of U.S. adults use the Internet.
    8. 8. By 2013, 62% of web users or48% of US population will useFacebook.
    9. 9. Gen Y outnumberBaby Boomers.96% of themhave joinedsocialnetworks.flickr.com/photos/vermininc/3070779130/
    10. 10. 93% of Americans own a cell phoneflickr.com/photos/yourdon/3554487541/
    11. 11. How many have heard ofCooperative Extension?27% of U.S. adult population16% of U.S. 18-35 year oldsAre we where the people are?
    12. 12. Social Media Benefits for Extension
    13. 13. Adoption Curve & PhasesInitial Discovery (2006-2007)Hype & Experimentation (2008-2009)Failure & Disappointment (2010)Triumph of Determination (2011-2013)Pervasive Adoption (2014-2015)socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png
    14. 14. Some of the time,forget traditionalconcepts behindmedia, education,& marketing. flickr.com/photos/yourdon/2715599454/
    15. 15. BroadcastingPushing content(products, services, advertisements)One to manyControlled publishingStatic flickr.com/photos/matthileo/3728593992/
    16. 16. One to oneLittle or no scaling flickr.com/photos/hugovk/16072296/
    17. 17. Extension Media Examples
    18. 18. Connections Network New…. • Scale • Connections • Experiences • Ways of DoingMap created @ http://apps.asterisq.com/mentionmap/#
    19. 19. Minnesota ForestryEli Sagor
    20. 20. Livestock Poultry Environmental Learning Center “spread the science on animal poo” @LPELC bio
    21. 21. Challenges to Social Media
    22. 22. Expectations Transparency Share Attract Experiential Learning Co-learning Co-creating
    23. 23. Multipurpose information, learning, and sharing Twitter Facebook Blogs
    24. 24. Influence occurs in small social circlesflickr.com/photos/aafromaa/4476152633/
    25. 25. Transparency—online ornot—there is no hiding. Photo: flickr.com/photos/einaros/3453909796/
    26. 26. Define who are communitymembersDefine who is core customer /client /community memberWhy would theycareCreate personasflickr.com/photos/cambodia4kidsorg/202143037/
    27. 27. Define your goalsLook for & define a higher purpose
    28. 28. ListenLearnConnectSharePhoto: flickr.com/photos/jdawg/484678361/
    29. 29. What is being said on theweb google.com/alertsGoogle Alerts
    30. 30. Know what people aresaying search.twitter.comTwitter Searches
    31. 31. Set yourprioritiesbased onyour valuesflickr.com/photos/seekoh/1225991680/
    32. 32. Evaluate with newassumptions flickr.com/photos/goldberg/1376718557/
    33. 33. Be ready for fire hose effectflickr.com/photos/theclaytaurus/4184188053/
    34. 34. Participate flickr.com/photos/davidkohlmeyer/3393520471/Become part of the community
    35. 35. Utilize help and expertiseof others images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595
    36. 36. Write for SEO & clients Learn to understand & write for Search Engine Optimization. Learn to write for the community.
    37. 37. Choose the right tool. Adapt. Don’t . get tied to any one tool!flickr.com/photos/geishaboy500/100043823/
    38. 38. Integrate Social MediaAndy Kleinschmidt’s ExampleAgriculture in the Van Wert County Blog:agvanwert.wordpress.com/Twitter:twitter.com/akleinschmidtFacebook:www.facebook.com/people/Andy-Kleinschmidt/1385565024Linkedin:www.linkedin.com/pub/4/b19/4FriendFeed:friendfeed.com/akleinschmidtPlaxo:plaxo.com/directory/profile/214749075448/c303a248/Andy/KleinschmidtOrkut:www.orkut.comYammerwww.yammer.com/users/kleinschmidt-5Community of Science Expertise profile:http://myprofile.cos.com/aklein_1
    39. 39. Try Explore Learn “This ... is ridiculously simple.” Andy Kleinschmidtflickr.com/photos/coyotejack/2566090619/
    40. 40. Extension Social Media ParticipationeXtension Peopleextension.org/people/colleagues/socialnetworksA Cooperative Extension Twitter Listtwitter.com/aafromaa/cooperative-extensionA Cooperative Extension Twitter ListTwitter.com/CESValue/Cooperative-extension-2Facebook Cooperative Extension System Pagewww.facebook.com/cooperativeextension
    41. 41. ReferencesBrogan, Chris, Audience or Community chrisbrogan.com/audience-or-community/Hunt, Tara, The Whuffie FactorKleinschmidt, Andy, Agriculture in Van Wert County, Ohioagvanwert.wordpress.com/Sagor, Eli and Potyondy, Phillip Making Extension content more discoverablehttp://www.myminnesotawoods.umn.edu/wp-content/uploads/2010/10/MMW-discoverability-poster-for-FallConf2010-54x36.pdfScott, David Meerman, The New Rules of Marketing and PRThe Social Network Roadmap globalhumancapital.org/?p=675
    42. 42. ReferencesWhy Are Marketers So Bad At Measuring Social Media?blogs.forrester.com/marketing/2009/11/why-are-marketers-so-bad-at-measuring-social-media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664Jeanette, Karen. Social Media: Why. Howhttp://www.slideshare.net/kjjeannette/osu-ext2010-countycoordinators1192010Why eXtension? about.extension.org/why-extension/
    43. 43. ResourcesExtension Social Media Guide (beginners)collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Extension/Social media in Cooperative (old list)collaborate.extension.org/wiki/Social_Media_in_ExtensionFind Extension colleagues in social mediawww.extension.org/people/colleagues/socialnetworksPenn State College of Agriculture Social Media BestPracticesagsci.psu.edu/communications/updates/2010/03/social-media-strategy-and-best-practicesAgrilife Extension Social Media Guidehttp://agrilifeweb.tamu.edu/us/social/
    44. 44. ResourcesSocial Media Tips and Ideas: Presentation for Extension CountyDirectors urbangarden.posterous.com/social-media-tips-and-ideasOhio Farm Bureau Social Media Guideofbf.org/uploads/social-media-guide.pdfCommon Craft Twitter in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0oCommon Craft Blogs in Plain Englishhttp://www.youtube.com/watch?v=NN2I1pWXjXICommon Craft Google Reader in Plain Englishhttp://www.youtube.com/watch?v=VSPZ2Uu_X3Y
    45. 45. ResourceseXtension Social Media Professional Development sessions:www.extension.org/learn/events/by_tag?tag=social+mediaFree Tools to Measure Your Influencewww.socialbrite.org/2010/12/16/12-free-tools-to-measure-your-social-influence/
    46. 46. Final ThoughtsShare your questions and ideas.Thank you for your participation.google.com/profiles/aafromaablog.anneadrian.comtwitter.com/aafromaaslideshare.net/aafromaa

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