Using Social Media to Deliver Extension

Animal Genomics and Biotechnology Education
Using Social Media to Deliver
Extension
Alison Van Eenennaam
Cooperative Extension Specialist
Animal Biotechnology and Genomics
Department of Animal Science
University of California, Davis, USA
Twitter: @biobeef
alvaneenennaam@ucdavis.edu
http://animalscience.ucdavis.edu/animalbiotech
Van Eenennaam 12/10/2015

Outline
Animal Genomics and Biotechnology EducationVan Eenennaam 12/10/2015
• Researchers’ use of social media
• Use of social media in my extension program
• The good, the bad, and the ugly of social engagement
• The perils of internet shaming
• Importance of watching your wording - on social
media & ANY electronic communication (e.g. emails)!
• Recognition in merit and promotion system

Many of us are coming to social
media late in our extension careers

Nature Volume:518, Page:459 Date published: 26 February 2015
http://www.nature.com/news/scientists-are-
cautious-about-public-outreach-1.16965

Use of social media in my
extension program
• Different social media target different clientele
• Who am I trying to reach?
• YouTube
• Serious documentaries
• Comical parodies
• Recording of presentations
• Twitter
• eBEEF (Beef eXtension)
• Linked in

YouTube: Animal Biotechnology 30 min.

YouTube: GE in California Ag 30 min.

YouTube: Musical parody 5 min.

Google: You Tube Alison Van Eenennaam

eBEEF.org

eBeef fact sheets

Webversion of eBeef factsheet

BioBeef videos – on YouTube eBEEF channel

Website: eBEEF.org
YouTube: eBEEF
Twitter : @eBEEForg
eBEEF was developed as part of USDA
NIFA grants
# 2013-68004-20364
#2011-68004-30367
#2011-68004-30214

@BioBeef twitter – for biotechnology
Trying to discuss scientific ideas
in 140 characters is scientific
Tourette’s syndrome
#Not enough room to discuss complex topics!

http://www.zmescience.com/medicine/bill-nye-view-gmos-5345435/ http://www.naturalnews.com/049257_Bill_Nye_Monsanto_propa
ganda_GMOs.html
Not all scientists are willing/interested to
speak out in public – for many reasons

http://www.nytimes.com/2015/02/15/magazine/how-one-stupid-tweet-ruined-justine-saccos-life.html

Consider my recent peer-reviewed scientific publications:
 Van Eenennaam, A.L. 2013. (Invited Chapter) Considerations related to breed and
biological type. Chapter 3 in Heifer development in beef cattle. D. J. Patterson and M. F.
Smith Eds. Veterinary Clinics of North America: Food Animal Practice. 29:493–516.
 Van Eenennaam, A.L., K. A. Weigel, A. E. Young, M. A. Cleveland, and J. C. M. Dekkers 2014.
Applied Animal Genomics: Results from the Field. Annual Review of Animal Biosciences.
2:105-139.
 Van Eenennaam, A.L., K. L. Weber, and D. J. Drake. 2014. Evaluation of bull prolificacy on
commercial beef cattle ranches using DNA paternity analysis. Journal of Animal Science.
92:2693-701.
 Love, W. J., T. W. Lehenbauer, P. H. Kass, A. L. Van Eenennaam, and S. S. Aly. 2014.
Development of a novel clinical scoring system for on-farm diagnosis of bovine
respiratory disease in pre-weaned dairy calves. Peer J 2:e238.
 Van Eenennaam, A. L., and A. Young. 2014. Prevalence and impacts of genetically
engineered feedstuffs on livestock populations. Journal of Animal Science. 92:4255-4278.
Perhaps as concerning to public sector
scientists is that the internet is being used by
some to cast doubt on science/scientists
Animal Genomics and Biotechnology Education

Van Eenennaam, A.L. and Young, A.E. 2014. Prevalence and
impacts of genetically engineered feedstuffs on livestock
populations. Journal of Animal Science 92:4255-4278.
Published October 1, 2014
http://www.journalofanimalscience.org/content/92/10/4255.full.pdf
Van Eenennaam 12/10/2015 Animal Genomics and Biotechnology Education

Interestingly many sites that say they value transparency & disclosure of
vested interests do not identify their sources, nor allow comments

http://weknowmemes.com/2012/07/dont-believe-everything-you-read-on-the-internet

#science14
http://news.sciencemag.org/scientific-community/2015/02/agricultural-researchers-rattled-demands-documents-group-opposed-gm

Dr. Kevin Folta
Professor and Chairman
Horticultural Sciences Department
University of Florida
BLOG “Illumination” http://kfolta.blogspot.com

“Has your institution been served with an open records
request for your email? As odd as it may seem, you deserve
congratulations. The attention you are receiving shows that
your research is now at the center of public policy debate.”
http://www.ucsusa.org/our-work/center-science-and-democracy/protecting-scientists-
harassment/science-in-an-age-of-scrutiny.html

“The public should also have access to information
on who is funding an academic’s work, and any
influence the funder has on the content of that work”
http://www.ucsusa.org/center-science-and-democracy/protecting-scientists-harassment/freedom-bully-
how-laws#.VSsX200tGUl
http://animalscience.ucdavis.edu/animalbiotech/My_Laboratory/Projects/index.htm

SOCIAL MEDIA/INTERNET ARE POWERFUL TOOLS!!
Unresolved questions around use of
social media/internet in Extension
• How do you document impact of social media endeavors?
• How should it be recognized in merit and promotion
system?
• How do materials/websites developed by teams and
placed on the internet get rewarded at home institution?
• How to draw distinction between personal opinion,
speaking as an extension professional/university
employee, and speaking on behalf of the university?
• Managing/documenting time spent on social media
• Who will mentor young faculty on use of social media?
• What is the appropriate response to defamation?

Questions?

Using Social Media to Deliver Extension

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