The document discusses strategies for engaging audiences in social media through small, niche communities rather than large audiences. It emphasizes investing in communities by adding value to existing conversations and becoming a valuable member. The key is providing opportunities for others to contribute and feel like they are part of something. Staying connected in the long-term allows one to stay on the cutting edge of ideas and perspectives. The goal is for organizations to be seen as part of others' learning journeys rather than the destination.

1. Getting
the
Social
Out of
Social
Media
Karen Jeannette @kjeannette
Anne Adrian @aafromaa

2. Word Cloud of Co and Con Words
karen

3. Mass Audience or Mass of Niches?
Nebraska State Fair (Photo: Terri James)

4. What was one of the last things you
learned?

5. What was one of the last things you
learned?
Who or what was the source?
Did you seek it or was it referred?
Where did you find it?
Why did you need this new learned thing?
Why was it valuable?

6. Who determines the value of your
information? How does it relate to them?
Is it timely?
Who
What
When http://www.flickr.com/photos/yourdon/2715599454/
Where
Why
“Who, What, When, Where, Why… Every time”
– Melissa Rach, BrainTraffic
Adventures in Online Content

7. Are we there? Dependable?

8. Are we there? Dependable?
Do we make it easy for people to find us and
build relationships with us?
Do we make it easy for people to find our
resources?
Will they see a connection with the
information and the person to Cooperative
Extension?
How are relationships retained?

10. How do you link and retain
relationships in campaigns
and events?

11. How do you link and retain
relationships in campaigns
and events?
Adding value and participants to an event (face-to-face) or online
– by generating conversation ahead of time?
Social engagement before, during, and, after event
“Read-aheads” to drive interest and deepen knowledge
Let participants share and connect with each other
Links to presentations (Slideshare)
Linking and QR codes
Complete profile info
Reciprocal linking

12. What is an event?
http://www.flickr.com/photos/joao_trindade/6915326109/in/photostream/

13. What is an event?
Physical event (e.g. conference)
Webinar
New resource
Campaign
Planned or non-planned discussion (Twitter
chats, Facebook chats)
Others

14. Social media is not marketing
Social media is social--
not another avenue
for broadcasting
Social is small circles
Passions, Interest, Needs
Small circles in the open scales

15. How do we engage in small
circles?
Twos-ees and Threes-ees?
Me, We, and the Network
National eXtension Virtual Conference 2012 Conference keynote presentation by Nancy White, Full
Circle Associates
http://learn.extension.org/events/47

16. How do we engage in small
circles?
What are some approaches?
Is there a difference in organizational
accounts and personal accounts?

17. Engagement/
Connections
Are we adding
value to where
the conversation
is taking place?

18. Engagement = Opportunities for
amplifiers, advocates, and
community members

19. How can we gain amplifiers,
advocates, and community
members?
How can we provide opportunities to invest
in communities?
How can we become valuable members of communities?

20. http://www.eddmaps.org/
Investment - Call to Action

21. Polymath Quantum Computation
Problem, January 2009
Tim Gowers asked if 27 people
mass mathematics 800 comments
possible?
107,000 words
in 37 days
A difficult unsolved
mathematical
Solved the core and
Anybody in the world
are higher level
to contribute
problem
TEDxWaterloo - Michael Nielsen - Open Science
https://www.youtube.com/watch?feature=player_embedded&v=DnWocYKqvhw#!

22. What are the investment opportunities?
Can they Can we
say, say,
"I'm a ”We’re
part of a part
that?" of
that?"
Investment is a full circle.

23. What is the value of staying
connected in the long-term?

24. What is the value of staying
connected in the long-term?
Staying on the cutting edge.
Knowing people and ideas.
New perspectives and contexts that help
others.
Allow for teachable moments.
As relationships grow, increase evaluation
opportunities.

25. Transformed
Educator
"To be a planetarium
director, you need college,
but if you build your own,
you can run it!"
Frank Kovac

26. Extension resources, information,
and people are not the destination
- they are a part of the journey.
(e.g. we are on their personal learning
journey)
Are we even on the map?

27. Network Literacy Blog:
blogs.extension.org/militaryfamilies
/
Webinars learn.extension.org/
Twitter @AleXNetLit
#NetLit

28. Getting the
Social Out of
Social Media
Karen Jeannette, Content Development Support
@kjeannette, karen.jeannette@extension.org
http://www.slideshare.net/kjjeannette
Anne Adrian, Social Media Strategist
@aafromaa, anne.adrian@extension.org
http://www.slideshare.net/aafromaa
And a special thank you to Maggie Lawrence, @BackyardWisdom
Auburn University for contributing examples of engagement and
participating in this session.

29. References
• Adventures in Online Content. (Webinar recording). Keynote speaker: Melissa Rach, Brain
Traffic https://connect.extension.iastate.edu/p29894575
• How content is really shared, closed friends not influencers:
http://adage.com/article/digitalnext/content-shared-close-friends-influencers/233147/
• Me, We, and the Network (Webinar recording). Keynote speaker: Nancy White, Full Circle
Associates http://learn.extension.org/events/47
• Backyard Wisdom. https://sites.aces.edu/group/backyardwisdom/default.aspx
• EDDMAPS example: http://www.eddmaps.org/
• TEDxWaterloo - Michael Nielsen - Open Science
https://www.youtube.com/watch?feature=player_embedded&v=DnWocYKqvhw#
• Blog post about using Pinterest:
http://amyehays.blogspot.com/2012/06/pinterest-made-me-do-it-subversive.html
• Network Literacy Community of Practice:
• Blog posts: blogs.extension.org/militaryfamilies/
• Webinars: learn.extension.org/

30. Photo and image credits
Extension communicator sketch. Karen Jeannette
Word cloud: Wordle net, produced by Karen Jeannette
State Fair Photo: Terri James
What was the last thing you learned: http://www.flickr.com/photos/usarmyafrica/4567209649/
Who determines the value of your content (man with laptop)
http://www.flickr.com/photos/striatic/447742374/
Link and retain relationships: http://www.flickr.com/photos/russfeld/4310226233/
Social Media is not marketing: http://www.flickr.com/photos/aafromaa/4476152633/in/photostream
What is an event? http://www.flickr.com/photos/joao_trindade/6915326109/in/photostream/