Salient Features of India constitution especially power and functions
Importance of social media in Cooperative Extension
1. Importance of Social Media
to Cooperative Extension
Anne Mims Adrian
@aafromaa
aadrian@extension.org
eXtension Military Families Learning Network
Social Media Strategist
University of Missouri Extension Fall Conference
October 30, 2012
#MUEPC2012
2. Cooperative Extension has a problem
with reaching enough people.
% of adults who
know and don’t
know of Extension
3. Cooperative Extension has a problem
with reaching enough people.
% of 18-35
year olds
who know and
don’t know of
Extension
4. We are good at what we do!
Of those who have used Cooperative
Extension, 83% rate Cooperative Extension as
excellent or very good.
5. Cooperative Extension is not reaching
and impacting enough people.
11% have used Extension:
23 Million…sounds like a lot but
it’s not enough
6. Bridge the “knowledge gap” of who
we are and what we do is essential
to the future of Extension—
increasing our reach and influence.
7. Cooperative Extension has a problem
with reach and influence.
Reach >> where we have “touched”
or been noticed.
Influence >> making impacts or
differences in people’s lives, businesses,
and communities.
8. Here’s the math
# of Cooperative Extension professionals = 15,000
27% of 230 Million adult population = 62 Million
To reach (“touch”) 62 Million people, CES
professionals must reach ~ 4,100 people each.
To reach (“touch”) 124 Million people, CES
professionals must reach ~ 8,200 people each.
*These numbers do not consider that a portion of CES
professionals work directly with youth, not adults.
9. Average number of social ties
http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/Part-3/SNS-users.aspx
10. Average number of social ties
Those on the Internet
have 25% to 45%
more social
connections than
those who are not on
the Internet.
http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/Part-3/SNS-users.aspx
11. More math: The idea of actual influence
gets more narrow.
Dunbar number = 150
15,000 X 150 = 2.25 Million
Remember the 11% of the population
have used Extension?
11% of 230 Million adult population = 25.3
Million
12. Recent history of downsizing
One solution to budget cuts is
restructuring.
•About efficiency.
•Not about increasing reach.
Downsizing decreases our possibility of
increasing reach.
13. % of US Adult Population
This is where
we want to be
54%
124M
11% 8,200 / CES
27%
25M 62M
1,700 / CES 4,100 / CES
14. Methods to reach and impact
11%
25M
1,700 / CoopExt
27%
62M
4,100 / CoopExt
16. Improve reach and impact 1,700/
• Se 25M CES
e au
as m d i en 62M
com emb ces m 4,100/
• Be mun ers of ore CES
com ities
netw e no
• In orks des i
crea n
abo se ot
ut C hers 200/
• In
crea ES & o ’ talkin 8,
with se co ur w g
54% CES
othe nver ork
rs sat i
ons 124M
17. Goals
Increase the number of social ties
Extension professional’s have.
More importantly, capitalize on social
ties and connections to discuss and
develop our education efforts.
18. Increasing Extension’s reach
Not only a Communications Unit
problem to solve.
Approach education differently to
increase our reach and impact.
19. Extension’s role:
create connecting environments that help others
build and contribute to informational and innovative
platforms
http://www.flickr.com/photos/bejadin/5299575167/
20. Extension become defined by how
we contribute to ecosystems —
platforms—assuring optimal levels
of sharing, serendipitous insights
and innovative thinking.
http://www.flickr.com/photos/yel02/216662431/
22. Start with ourselves
Improve the way we connect and share.
Improve the way we learn, connect with
ourselves and with others.
A mindset change.
23. Extension's role in the new
information order
From Eli Sagor, Extension Specialist and Forester, University
of Minnesota
"help people think critically, interpret, analyze and
apply information they gather from all of the
different platforms."
Use available free tools to do our work better.
Use social media tools to make our content more
discoverable.
24. In order to get cooperation,
you have to give cooperation.
Grace Towns Hamilton
Georgia State Representative 1981
25. Benefits of social media
ore
It i s m ch.
rea
Reach new audiences
an
th ways
Reach existing audiences in new, engaging
Stay connected with communities between program
meetings
Build relationships with new and existing clientele
Build personal learning networks
Respond effectively to emerging situations
26. Benefits of openly sharing
ore
It is m ach.
Resources are shared by other
an re
th
Reach is scaled through others as we become nodes in
the networks
Credibility is built among communities members who
have never heard of us
Possibility of viral spread (which can also be short-lived)
emotionally
useful and contextual
crisis (could be bad or good)
27. Possible personal goals
Increase ways of communicating.
Increase number of viewpoints.
Listen to & engage with new clientele
(not normally engage with).
Bridge & maintain relationships with my current
clients.
Improve own professional and personal development.
Collaborate with others (colleagues, local partners, &
new communities).
28. Characteristics of connecting
environments
m Open
ro
s:
ce om e F Connectedness
ur C
so as ny In the flow
Re Ide pa
d n d Co m
oo a Fluid; agile
re
G t ed
h e nec Willingness to fail
W on
heC Planned serendipity
T
Seeing value in waste
Borrowing from other fields
31. Mindset change from Extension
Farmer generated Facebook group—Southern Farming
--More active dialogue if initiated by the clientele.
32. Develop relationships with others
AgFax-Owen Taylor links to
the blog #1 source of traffic
Blog was picked up by Owen Taylor,
editor of AgFax - ran as regular
article – also as email
Write-up on #CESValue campaign &
cuts to Smith-Lever funds was ran.
Became key discussion piece
34. Let me hear from you
Why do you and Extension need to use social
media?
What do you or Extension need to use social
media?
What do you or Extension want to accomplish with
social media?
What prevents you or Extension from using social
media?
37. A mindset for using social media
1. Be open about who you are.
2. Listen and take active roles in conversations.
This is how we know know what information people want
and what concerns them
3. Don't look at it as another duty.
People are finding ways to use new tools, we should too.
4. Be open to hearing all views.
5. Surround yourself with people who will risk trying new things.
6. Be willing to join others –you don’t have to “build” places.
43. Efficiency and filters
Learn the lingo
Learn dynamics of mobile computing
in context, real-time
Use apps to manage
Hootsuite,
Tweetdeck
Twitter for cell
some messages to SMS-text
44. Linked through Facebook and Twitter
Leads to calls
from local
reporters
County Agents
appreciate the
ability to curate
content
Posting allows
sharing of links
45. Curation
Collecting, filtering and making sense of
information and putting findings into context
Scoop.it Summify
Pinterest Blogging
Google Plus Others
49. Faculty to dialogue and share in the open
and to participate online
How can we inspire more extension and
research faculty to use social media space for
communication, dissemination of information and
dialogue?
What are the barriers?
52. Questions? Comments
@AAFROMAA
Anne Adrian from Auburn AL
aadrian@extension.org
www.slideshare.net/aafromaa
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Tools…digital communication, using available free tools to do our work better, merging together through a single system 1. Social media…facebook, twitter, flickr Do it for discoverability…make it easy for people to find the information, want them to discover us (content, nugget, workshop, oneline presentation) bring the content to people, not make them come to our site, publish and promote content in multiple places 2. Email update…subscription list…put together content For awareness, we want them to see us on a regular basis… People don ’t need info every day, but when they do, they should think of us. Unobtrusive, reminds them we are there, Adds value to other offerings (such as workshops) Discussion board…offers peer to peer learning; how can we facilitate…creating a space not just for us, but for discussions to take place, take advantage of teachable moments, not an ask the expert; responses here are read by muiltiple people Widgets (oak wilt) Embeddable on other websites…, click for info to send to our web pages, 61 percent came to oak wilt site; 45 percent wenton to read more content
I spoke to the LSU AgCenter leadership class about social media for agvocacy and communication. Class members took it to heart. Many created profiles, and they also created a private group for communication. Many friended me and they also invited me to join their group. One of the class members, Nobel Guedon really started to use social media to share information and ask questions. I noticed this and asked him to speak in a forum on social media at the USA Rice Outlook conference in Austin 2011. In preparation for participation, he established the Facebook Group Southern Farming - according to Nobel, he did this because other online forums were dominated by northern row crops and he was having trouble finding information and convo he wanted with local/southern farmers. Recently, he requested LSU AgCenter publication. Farmers share with each other and extension faculty are involved in the conversation. This is a big mind-shift - we don't control the conversation, we simply participate!
What we have to do is change our mindset and begin to add new tools to our tool box. I suggest that you start with one and find your comfort zone with the first before you add another. It ’s too easy to become overwhelmed if you try all at once.
About a year after I started blogging, I set up a Facebook group page. It is not very interactive, but county agents have told me that they like having all the information in one place. I post blogs, pictures, videos, field observations and links to resources on the blog. I also use it to poll my audience on occasion. I also created a twitter account in the winter or 2011. I use it to post my blogs and observations during the season as well as an information gathering tool. Twitter is not reaching very many of my target clientele but it is connecting me with colleagues across the US. I used my contacts through twitter for a lot of background research for an app proposal, which has resulted in grant funds for the first app that LSU AgCenter has built - RiceScout. I call that time well spent!