This document provides an overview of strategies for using social media to communicate messages and reach large audiences. It discusses how social media allows for fast and effective communication through sharing messages with people. Various worksheets are presented to help with planning objectives, determining audience needs, identifying appropriate social media tools, and defining success metrics. Resources are also provided to help with developing an effective social media strategy and logic model. The focus is on using social media in a strategic way to disseminate consistent messages across multiple formats and platforms to achieve communication goals.

1. Exten(Social Media)sion
Prepared by :
U.R. Taylor,MS,RD,CD-N
Wanda A. Hamilton, DTR 4/2012

2. Oh
My!

3. Workshop Focus
Why Strategies Resources

4. Why
Why
Why

5. Why
Why
Why

6. Fast and Effective
The way people communicate
Ability to reach large audiences

7. + =

8. Strategic Choices
Level of Effort
People

9. Low Risk Tools
Consistent Messages
Portable

10.
Message Sharing
Conversation
Leverage

11.
Multiple Formats
Mobile Sharing
Goals
Evaluation

13. Strategies
Audience Resources
Objectives

14. Worksheet 1
Target Audience
Determine your objective

15. Worksheet 2
Determine Audience Communication Needs
Goal integration
Message Development

16. Worksheet 3
Resources and Capacity
Identify Social Media Tools
Define Activities

17. Worksheet 4
Identify your key partners and their
roles and responsibilities
Define Success for Evaluation

18. Worksheet 5
Step 1: Developing the Model

19. Worksheet 6
Step 2: Developing the Questions
Inputs
Outputs
Outcomes
Resources
Logic Model Example

22. Reference:
Centers for Disease Control and Prevention. The Health
Communicator's Social Media Toolkit (2011), Electronic Media Branch,
Division of News and Electronic Media, Office of the Associate Director
of Communication Retrieved 2/2012.
University of Connecticut, College of Agriculture and Natural Resources, Department
of Extension
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