Social Media in Cooperative Extension
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Transcript of Social Media in Cooperative Extension
Elaine Edwards, News Media and Marketing Coordinator, K-State Research and Extension, [email protected]
Jon A. Perrott, M.P.A, Program Coordinator, Extension Program Specialist, Texas AgriLife Extension Service, [email protected]
Anne Mims Adrian, PhD. Social Media Strategist, eXtension-Auburn University, [email protected]
Frankie Gould, Public Relations and Communications Director and Professor, LSU Ag Center, [email protected]
Natalie Hummel, PhD, Associate Professor and Rice Extension Entomologist, LSU Ag Center, [email protected]
Social networking is now mainstream. Don't ignore it.
Americans using social networks increased from 24% in 2008 to 48% in 2010Facebook 800+ million~42% of U.S. adults are active
106+ million Twitter accounts17 million Americans, 87% are aware33% of monthly users are 25 to 34 years old53% are “lurkers”-read but don’t post
Twitter #ManureMondaystarted by @LPELC
Reach: 12-15,000 accounts
26-34,000impressions
Social networking is now mainstream
Blogs – short updates – images and videos226 blogs registered on eXtension
www.extension.org/people/colleagues/socialnetworks
What's trending?
Google+ 90 million users, prediction 400 million by Dec 2012PinterestOver 4 million users1.5 use every day14 minutes dailywomen, 25-54 years old, MidwesternSends more traffic referrals than G+, close to Twitter and Google
Trends and technology are moving to filtering and making sense of overwhelming amount of information
CurationCollecting and making sense and putting findings into context
ExamplesScoop.itSummifyPinterestBlogging (may be in Google Plus and other applications)
YouTube
48 hours of video uploaded every minute to YouTube (March 2011) Will take 8
years to watch videos that uploaded in a single day on YouTube.
YouTube--eXtension
Horsequest 1 million + views, 2,024 subscribers; Ages of viewers:55 - 65 19% 45 - 54 43%35 – 44 15%Female 61%Male 39%
Bee Health166,318 views589 subscribers
eOrganic491,937 views629 subscribers
YouTube Extension Channel Examples
K-State Research and Extension 519 videos278 subscribers290,000+ views
Ohio State University Extension91 videos, 82 subscribers30,000+ views
University of Wisconsin Extension148 subscribers90,000 views
Mobile and social
Mobile Social Networking App audience grew 126% to 42.3 Million users in the past year.38% of Americans own a smartphone. An average of 35 apps installed.40% of tablet and smartphone owners use them while watching TV.
Access to technology is changing quickly
Electronic communication survey (123 of 600 responded 12/2011 LA Rice Industry
Desktop computer 69%Laptop computer 64%
Smartphone or cell phone with data 64%Cell phone without data 47%
iPad 28%
Don’t make assumptions about your audience – ask questions
Farmers’ Use of Technology
Get information to where the audience is:Farmers smartphone ownership2009: 3% 2010: 10%2011: 41% Trend is moving upward; what will next year be? http://connect.ksre.ksu.edu/p32157833/?launcher=false&fcsContent=true&pbMode=normal
Consider that
there have been 60,000 downloads on Four Farm Progress Apps and have had 1.7 million page views on apps.
A Consideration
Roughly 52% of the world's population is under 30.
How do we harness and connect young adults?
Source for info about politics (rely on most)
Local Newspaper Local TV
18-39 years old 16%40+ years old 34%
18-39 years old 19%40+ years old 34%
Internet
18-39 years old 26% 40+ years old 12%
Social Technographics
Creators Conversationalists Critics Collectors Joiners Spectators Inactives
Generic analysis of online consumer profilehttp://www.forrester.com/empowered/tool_consumer.html
Meaningfully Interaction
Mindset change from ExtensionFarmer generated Facebook group—Southern Farming--More active dialogue if initiated by the clientele.
Let's hear from you
Why do you or your faculty need to use social media?
What do you or they need to use social media?
What do you or they want to accomplish with social media?
What prevents you or them from using social media?
Penn State Youtube video: http://youtu.be/gMUnlWA8cCYfarmbusiness.psu.edu
http://agrilifeextension.tamu.edu/
Promote many programs in back door ways
Address immediate needs & pull clients into other programs
Incorporate YouTube and Twitter into promotional efforts
Use 4-H to introduce youth not only to leadership and character building, but also to Extension programs.
Recruit parents to Extension programs through their children.
http://texas4-h.tamu.edu/
Dinner tonight: Advertise different programs in the cooking demo
Introduce other programs
Include parents
http://healthyliving.tamu.edu/dinners/broccoli-slaw-with-chicken//
Backdoor building relationships
Creating a relationship----getting people in the back door
Blueberry CoP Facebook Page Question from an urban homeowner came into a discussion board. Connected a homeowner with their local agent
-- National effort yielded local results
Best practices
1. Be honest about who you are; don't pretend to be somebody you aren't.
2. Listen, take an active role in the conversation. This is how Extension staff will know what information people want.
3. Don't look at it as another duty. Our publics are finding ways to use new tools, we should too. 4. Surround yourself with people who will risk trying new things.
Launched blog in January, 2010
I learned about wordpress at the 2010 National eXtension.org workshop.Prior to the blog I used PDF newsletters and email - laborious, slow process.
Blog was picked up by Owen Taylor, editor of AgFax - ran as regular articleI receive it as an email
Blog postings are listed as state advisory
Write-up on #CESValue
campaign and cuts to Smith-
Lever funds was ran and became
key discussion piece
AgFax links to the blog #1 source of trafficIn my annual blog report, I thanked Owen for his linksMore than 32,000 page viewsMore than 115 countries>70 suscribers
Linked through Facebook &Twitter
Leads to calls from local reporters
County Agents appreciate the ability to curate
content
Posting allows sharing of links
Social Media Panel at USA Rice Outlook Conference The successful use of social media for the rice extension entomology program has sparked great interest in social media across the US rice industry.
This led to an invitation to moderate a panel discussion at an industry meeting in Dec 2011.
Panelists included representatives of private industry, grower organizations, farmers, commodity traders & media
Extension can play a great role in exposing our clientele to new ways to gather information to make decisions - we don't have all the answers, but we can point people to the answers they need.
What is Extension's role?
"to help people think critically, interpret, analyze and apply information they gather from all of the different platforms."
How? Using available free tools to do our work better. Social media tools helps make our content more discoverable.
Eli Sagor, Extension forester, University of Minnesota
Consider New Ways of Reaching People
http://www.ignitesocialmedia.com/social-media-examples/stalker-social-media-marketing/ Video show examples from Kleenex http://youtu.be/bGFflwe4mtI and McDonalds#MeetTheFamers vs. #McDstories http://tinyurl.com/845sa5o
What ideas do you have for new ways to connect with people?
How to get faculty to dialogue
• How to inspire more extension and research faculty to use social media space for communication, dissemination of information and dialogue?
• The use of social media as a tool must have an organization-wide acceptance
• To build buy-in a Social media task force was established to identify power users/mentors, focus areas, training and establish guidelines
• A Social Media Summit was conducted via distance ed to highlight success stories, testimonials and introduce training
• Media addressed was Facebook, Twitter, blogging and YouTube
Next was to have administrators set an example -An Extension external discussion page & a closed group Facebook page called LCES Dialogue was established and faculty and staff were invited to participate
How to get faculty to dialogue
• Extension Director started monthly sessions through Live Meeting to encourage faculty to explore social media.
• The director and a team would post questions to LCES dialogue to encourage interaction.
• Barriers to adoption - time, comfort level, support• Policy - too restrictive or not enough - know the PR risks• Culture - another tool for delivering information.• Credit in promotion and tenure.
http://chronicle.com/article/Facebooking-for-the-Tenure-/48218/http://www.slideshare.net/primath/tenure-and-promotion-in-the-age-of-online-social-media
• Administrative encouragement.
Blueberry Facebook insights - marketing
Number of "likes" increased 96%
Interaction was down before ads
Interaction increased after ads - both views & feedback
Demographics of followers
K-State Demo Garden Blog stats
Tips on Measuring
Start with goals How many times content is reshared Comments made Increase likes
Analytics of how many start and continue
Photos used with posts result in engagement!
Google Analytics: KSU Turfgrass Blog
Google Analytics: KSU Turfgrass Blog
Klout
http://www.myminnesotawoods.umn.edu/2010/03/oak-wilt-risk-status-in-minnesota/
Livestock Poultry Environmental Learning Center Integration of Traditional and New
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To learn more...Elaine Edwards - @elainecarol www.facebook.com/elainecarol www.linkedin.com/in/elainehedwards Jon A. Perrott - [email protected] http:/blt.tamu.edu
Anne Mims Adrian, PhD @aafromaa https://profiles.google.com/aafromaa Frankie Gould, - @fgould1970 http://www.facebook.com/#!/frankie.gould1http://www.linkedin.com/pub/gould-frances/16/484/541
Natalie Hummel, PhD @NatHummelhttp://www.facebook.com/profile.php?id=551936220
Photo Credits
http://www.flickr.com/photos/12023825@N04/2898021822/
https://www.facebook.com/photo.php?fbid=10150201140291135&set=pu.54543936134&type=1&theater http://www.flickr.com/photos/ricephotos/6758964689/
http://www.flickr.com/photos/yourdon/3599753183/
http://www.flickr.com/photos/62693815@N03/6277337422/