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Why Extension should use
social media
Auburn University Education
Graduate Class
April 13, 2010

Anne Mims Adrian
aadrian@...
Did you watch the 2010 Super
  Bowl?
  1.Yes
  2.No




flickr.com/photos/bootbearwdc/4339897127/in/photostream/
Most-watched program in
US history.
When you watched the Super
Bowl, did you get online?

1.Yes
2.No
3.I did not watch




flickr.com/photos/rmtip21/430493033...
During Super Bowling and
   Opening Olympic Ceremonies


                                                      Surfed web
...
During events online discussion–
   the back channel—will increase.



                                                   ...
And increase.



     Not surf                                        Surf




nytimes.com/2010/02/24/business/media/24coo...
And increase.


                                                    Surf

    Not surf




nytimes.com/2010/02/24/business...
And increase.


      Not surf

                                                       Surf



nytimes.com/2010/02/24/busi...
Are we where the people are?




27% of US have heard of
Cooperative Extension.
Adoption Curve & Phases

Initial Discovery (2006-2007)
Hype & Experimentation (2008-2009)
Failure & Disappointment (2010)
...
Where to begin?
Pick 1, 2, or 3.
Where the people are

           World Users    US Users

Facebook    400 million   112 million

MySpace     175 million  ...
Twitter


Share thoughts.
Share links.
Ask questions.
Answer questions.
         …in 140 characters or less.
Twitter stats




       Following does not
     have to be reciprocal.
In 2009, smartphone ownership
increased from 11% to 17%.




resourceshelf.com/2010/02/11/a-collection-of-new-statistics-
...
Of smartphone users,
                            in 2009:
                    3G phone ownership
             increased fr...
What is the point?




http://www.flickr.com/photos/skipnclick/2945026921/
Some of the time,
forget traditional
concepts behind
media, education,
& marketing.




                flickr.com/photos/...
Broadcasting



Pushing content (products, services,
advertisements)
One to many
Controlled publishing
Static
            ...
One to one
Little or no scaling
                flickr.com/photos/hugovk/16072296/
Real people   being Social




                                 Real life
                                 One life
      ...
Influence ripples are not
created by throwing a
rock into a lake.
        flickr.com/photos/28481088@N00/438591493
Influence occurs in small social circles




flickr.com/photos/aafromaa/4476152633/
Transparency—online or
not—there is no hiding.
            Photo: flickr.com/photos/einaros/3453909796/
Define who are community
members
Define who is core customer /client /
community member

Why would they
care

Create perso...
Define your goals
Look for & define a higher purpose
Listen

Learn

Connect

Share
Photo: flickr.com/photos/jdawg/484678361/
What is being said on the
web google.com/alerts

Google Alerts
Know what people are
saying search.twitter.com

Twitter Searches
Ask a question in LinkedIn
Answers




mashable.com/2009/09/28/social-media-feedback/
Add a poll web site or
blog.

Add a poll to Your
Facebook Page.

Poll Your Twitter                       Joe Posnanski
Fol...
Put a survey on your blog




mashable.com/2009/09/28/social-media-feedback/
flickr.com/photos/ryangs/3364941723/
Don’t forget the use of video
to get feedback.

Post a YouTube video that
invokes emotion.



mashable.com/2009/09/28/soci...
Set your
priorities
based on
your values



flickr.com/photos/seekoh/1225991680/
Evaluate with new
assumptions




          flickr.com/photos/goldberg/1376718557/
Be ready for fire hose effect




Photo: flickr.com/photos/theclaytaurus/4184188053/
Learn to be technically adept




          flickr.com/photos/liewcf/3547134847/
Participate




         flickr.com/photos/davidkohlmeyer/3393520471/

Become part of the community
Get Transparent




         flickr.com/photos/einaros/3453909796/
Be Real




flickr.com/photos/gillat/3483112515/
Utilize help and expertise
of 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 Media
Andy Kleinschmidt’s Example
Agriculture in the Van Wert County Blog:
agvanwert.wordpress.com/
Twitt...
Social media
 provides
 flexibility,
 efficiency,
 and
 scalability.




flickr.com/photos/yourdon/2675323741/
Social media
                            provides
                            timeliness,
                            resp...
Also social media provides
Multi-purposing
Publishing in new forms
Increased productivity
Being found by different audienc...
Also social media provides
"...a one-on-one" feeling in a large
group setting. It's the best of both
worlds."
Floyd Davenp...
Try
                                           Explore
                                            Learn

                ...
eXtension
Credible expertise
Reliable answers based upon sound research
Connections to the best minds in American
universi...
400
           308




Facebook
    1

           US
            2
48% of
   Facebook                     Americans have
                                a Facebook or
                      ...
Facebook

3+ billion photos uploaded to the site each
month.

14+ million videos uploaded each month.

5+ billion pieces o...
Facebook

3+ million active Fan Pages.
1.5+ million local businesses have
active Pages.
20+ million people become fans of
...
15% US Internet
                                           users

Twitter stats                            18 million




...
Twitter stats
Twitter is the fastest growing
with social network.

Now 50 million tweets per day.
blog.twitter.com/2010/02...
Twitter stats
Users with an average of 1,000 followers
tweet the most,
more than those with fewer than 100
followers, and
...
Twitter stats
Average Twitter user has 27
followers.




barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-
FINAL....
Twitter stats
Twitter users are becoming more
engaged over time when
controlled for sample age.



themetricsystem.rjmetri...
Twitter stats
Value is added with
hashtags, #LSUFSC.
Convenience is mobile
and desktop applications
(TweetDeck, HootSuite,...
LinkedIn
  Wikipedia

Executives from all Fortune 500
companies are LinkedIn
members.
Users represent 150 industries
and 2...
Wikipedia



75,000 active contributors
13 million articles
65 million 2009 monthly visitors
thefuturebuzz.com/2009/01/12/...
YouTube

Every minute, 20 hours of video is
uploaded.


51% of YouTube users go to
YouTube weekly or more often.

http://w...
Blogosphere
346 million – people read blogs
(comScore March 2008)
900,000 - average number of blog
posts in a 24 hour peri...
Facebook

Average user has 130 friends on
the site.
Average user spends more than 55
minutes per day on Facebook.
facebook...
Extension Social Media Participation
eXtension People
extension.org/people/colleagues/socialnetworks

A Cooperative Extens...
Resources
Extension Social Media Guide (beginners)
collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Exten...
Resources
Social Media Tips and Ideas: Presentation for Extension
County Directors urbangarden.posterous.com/social-media-...
References
Brogan, Chris, Audience or Community
chrisbrogan.com/audience-or-community/

Hunt, Tara, The Whuffie Factor

Kl...
In these places or Google ―Anne Adrian‖
aafromaa@googlewave.com
Google Buzz
google.com/profiles/aafromaa
blog.anneadrian.c...
Creative Commons Attribution-Noncommercial-
Share Alike 3.0 United States License.




This presentation is licensed under...
Why Extension should use social media
Why Extension should use social media
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Why Extension should use social media
Why Extension should use social media
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Why Extension should use social media
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Why Extension should use social media

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Why Extension should use social media

  1. 1. Why Extension should use social media Auburn University Education Graduate Class April 13, 2010 Anne Mims Adrian aadrian@auburn.edu twitter.com/aafromaa blog.anneadrian.com www.slideshare.net/aafromaa
  2. 2. Did you watch the 2010 Super Bowl? 1.Yes 2.No flickr.com/photos/bootbearwdc/4339897127/in/photostream/
  3. 3. Most-watched program in US history.
  4. 4. When you watched the Super Bowl, did you get online? 1.Yes 2.No 3.I did not watch flickr.com/photos/rmtip21/4304930330/
  5. 5. During Super Bowling and Opening Olympic Ceremonies Surfed web Did not surf 14% 86% (The Nielsen Company) nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  6. 6. During events online discussion– the back channel—will increase. Surf Not surf (The Nielsen Company) nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  7. 7. And increase. Not surf Surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  8. 8. And increase. Surf Not surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  9. 9. And increase. Not surf Surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  10. 10. Are we where the people are? 27% of US have heard of Cooperative Extension.
  11. 11. Adoption Curve & Phases Initial 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
  12. 12. Where to begin? Pick 1, 2, or 3.
  13. 13. Where the people are World Users US Users Facebook 400 million 112 million MySpace 175 million 57 million Twitter 75 million 19 million LinkedIn 60 million 30 million
  14. 14. Twitter Share thoughts. Share links. Ask questions. Answer questions. …in 140 characters or less.
  15. 15. Twitter stats Following does not have to be reciprocal.
  16. 16. In 2009, smartphone ownership increased from 11% to 17%. resourceshelf.com/2010/02/11/a-collection-of-new-statistics- about-social-networking-mobile-and-internet-traffic/ flickr.com/photos/yourdon/4236402727/
  17. 17. Of smartphone users, in 2009: 3G phone ownership increased from 32% to 43%. Unlimited data plan subscriptions rose from 16% to 21%. resourceshelf.com/2010/02/11/a-collection-of-new-statistics- about-social-networking-mobile-and-internet-traffic/ flickr.com/photos/yourdon/3275742912/
  18. 18. What is the point? http://www.flickr.com/photos/skipnclick/2945026921/
  19. 19. Some of the time, forget traditional concepts behind media, education, & marketing. flickr.com/photos/yourdon/2715599454/
  20. 20. Broadcasting Pushing content (products, services, advertisements) One to many Controlled publishing Static flickr.com/photos/matthileo/3728593992/
  21. 21. One to one Little or no scaling flickr.com/photos/hugovk/16072296/
  22. 22. Real people being Social Real life One life flickr.com/photos/aafromaa/846487425/
  23. 23. Influence ripples are not created by throwing a rock into a lake. flickr.com/photos/28481088@N00/438591493
  24. 24. Influence occurs in small social circles flickr.com/photos/aafromaa/4476152633/
  25. 25. Transparency—online or not—there is no hiding. Photo: flickr.com/photos/einaros/3453909796/
  26. 26. Define who are community members Define who is core customer /client / community member Why would they care Create personas flickr.com/photos/cambodia4kidsorg/202143037/
  27. 27. Define your goals Look for & define a higher purpose
  28. 28. Listen Learn Connect Share Photo: flickr.com/photos/jdawg/484678361/
  29. 29. What is being said on the web google.com/alerts Google Alerts
  30. 30. Know what people are saying search.twitter.com Twitter Searches
  31. 31. Ask a question in LinkedIn Answers mashable.com/2009/09/28/social-media-feedback/
  32. 32. Add a poll web site or blog. Add a poll to Your Facebook Page. Poll Your Twitter Joe Posnanski Followers. blog joeposnanski.com/JoeBlog/ mashable.com/2009/09/28/social-media-feedback/
  33. 33. Put a survey on your blog mashable.com/2009/09/28/social-media-feedback/ flickr.com/photos/ryangs/3364941723/
  34. 34. Don’t forget the use of video to get feedback. Post a YouTube video that invokes emotion. mashable.com/2009/09/28/social-media-feedback/
  35. 35. Set your priorities based on your values flickr.com/photos/seekoh/1225991680/
  36. 36. Evaluate with new assumptions flickr.com/photos/goldberg/1376718557/
  37. 37. Be ready for fire hose effect Photo: flickr.com/photos/theclaytaurus/4184188053/
  38. 38. Learn to be technically adept flickr.com/photos/liewcf/3547134847/
  39. 39. Participate flickr.com/photos/davidkohlmeyer/3393520471/ Become part of the community
  40. 40. Get Transparent flickr.com/photos/einaros/3453909796/
  41. 41. Be Real flickr.com/photos/gillat/3483112515/
  42. 42. Utilize help and expertise of others images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595
  43. 43. Write for SEO & clients Learn to understand & write for Search Engine Optimization. Learn to write for the community.
  44. 44. Choose the right tool. Adapt. Don’t . get tied to any one tool! flickr.com/photos/geishaboy500/100043823/
  45. 45. Integrate Social Media Andy Kleinschmidt’s Example Agriculture in the Van Wert County Blog: agvanwert.wordpress.com/ Twitter: twitter.com/akleinschmidt Facebook: www.facebook.com/people/Andy-Kleinschmidt/1385565024 Linkedin: www.linkedin.com/pub/4/b19/4 FriendFeed: friendfeed.com/akleinschmidt Plaxo: plaxo.com/directory/profile/214749075448/c303a248/Andy/Kleinschmidt Orkut: www.orkut.com Yammer www.yammer.com/users/kleinschmidt-5 Community of Science Expertise profile: http://myprofile.cos.com/aklein_1
  46. 46. Social media provides flexibility, efficiency, and scalability. flickr.com/photos/yourdon/2675323741/
  47. 47. Social media provides timeliness, responsiveness, inclusiveness, and opportunities for innovation. http://www.facebook.com/home.php#/eatsmart
  48. 48. Also social media provides Multi-purposing Publishing in new forms Increased productivity Being found by different audiences Timely reporting & problem solving Content developed by many (we are not the only experts)
  49. 49. Also social media provides "...a one-on-one" feeling in a large group setting. It's the best of both worlds." Floyd Davenport Iowa State Cooperative Extension flickr.com/photos/yourdon/4049950966/
  50. 50. Try Explore Learn ―This ... is ridiculously simple.‖ Andy Kleinschmidt flickr.com/photos/coyotejack/2566090619/
  51. 51. eXtension Credible expertise Reliable answers based upon sound research Connections to the best minds in American universities Creative solutions to today's complex challenges Customized answers to your specific needs Trustworthy, field-tested data Dynamic, relevant and timely answers
  52. 52. 400 308 Facebook 1 US 2
  53. 53. 48% of Facebook Americans have a Facebook or MySpace account. (April 2009) news.harrisinteractive.com/profiles/investor/ResLibraryView.asp?ResLibr aryID=34306&GoTopage=11&Category=1777&BzID=1963&t=11
  54. 54. Facebook 3+ billion photos uploaded to the site each month. 14+ million videos uploaded each month. 5+ billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week. facebook.com/press/info.php?statistics Retrieved 3/22/2010
  55. 55. Facebook 3+ million active Fan Pages. 1.5+ million local businesses have active Pages. 20+ million people become fans of Pages each day. facebook.com/press/info.php?statistics Retrieved 3/22/2010
  56. 56. 15% US Internet users Twitter stats 18 million 11% US Internet users 11 million 4% of US Internet users 6 million 2008 2009 2010
  57. 57. Twitter stats Twitter is the fastest growing with social network. Now 50 million tweets per day. blog.twitter.com/2010/02/measuring-tweets.html www.mashable.com emarketer.com/Article.aspx?R=1007271
  58. 58. Twitter stats Users with an average of 1,000 followers tweet the most, more than those with fewer than 100 followers, and more than those with more than 100,000 followers. barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf (January 2010)
  59. 59. Twitter stats Average Twitter user has 27 followers. barracudalabs.com/downloads/BarracudaLabs2009AnnualReport- FINAL.pdf
  60. 60. Twitter stats Twitter users are becoming more engaged over time when controlled for sample age. themetricsystem.rjmetrics.com/2010/01/26/new-data-on- twitters-users-and-engagement/
  61. 61. Twitter stats Value is added with hashtags, #LSUFSC. Convenience is mobile and desktop applications (TweetDeck, HootSuite, UberTwitter). flickr.com/photos/nycarthur/2489426482/
  62. 62. LinkedIn Wikipedia Executives from all Fortune 500 companies are LinkedIn members. Users represent 150 industries and 200 countries. press.linkedin.com/about
  63. 63. Wikipedia 75,000 active contributors 13 million articles 65 million 2009 monthly visitors thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers- stats/ & thefuturebuzz.com/2009/07/10/future-marketing-trends/
  64. 64. YouTube Every minute, 20 hours of video is uploaded. 51% of YouTube users go to YouTube weekly or more often. http://www.youtube.com/t/fact_sheet
  65. 65. 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 thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
  66. 66. Facebook Average user has 130 friends on the site. Average user spends more than 55 minutes per day on Facebook. facebook.com/press/info.php?statistics Retrieved 3/22/2010
  67. 67. Extension Social Media Participation eXtension People extension.org/people/colleagues/socialnetworks A Cooperative Extension Twitter List twitter.com/aafromaa/cooperative-extension Facebook Cooperative Extension Group http://www.facebook.com/home.php?#!/group.php?gid=2437826929&ref=ts Google Wave (ask me for an invite, must have a Google account)
  68. 68. Resources Extension 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_Extension Find Extension colleagues in social media people.extension.org Penn State College of Agriculture Social Media Best Practices agsci.psu.edu/communications/updates/2010/03/social-media-strategy-and-best-practices Agrilife Extension Social Media Guide http://agrilifeweb.tamu.edu/us/social/
  69. 69. Resources Social Media Tips and Ideas: Presentation for Extension County Directors urbangarden.posterous.com/social-media- tips-and-ideas Ohio Farm Bureau Social Media Guide ofbf.org/uploads/social-media-guide.pdf Common Craft Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o Common Craft Blogs in Plain English http://www.youtube.com/watch?v=NN2I1pWXjXI Common Craft Google Reader in Plain English http://www.youtube.com/watch?v=VSPZ2Uu_X3Y
  70. 70. References Brogan, Chris, Audience or Community chrisbrogan.com/audience-or-community/ Hunt, Tara, The Whuffie Factor Kleinschmidt, Andy, Agriculture in Van Wert County, Ohio agvanwert.wordpress.com/ Scott, David Meerman, The New Rules of Marketing and PR The Social Network Roadmap globalhumancapital.org/?p=675 Why 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-_-8275664
  71. 71. In these places or Google ―Anne Adrian‖ aafromaa@googlewave.com Google Buzz google.com/profiles/aafromaa blog.anneadrian.com twitter.com/aafromaa slideshare.net/aafromaa
  72. 72. Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. Based on a work at www.slideshare.net/aafromaa Anne Mims Adrian

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